립스틱의 아트 콜라보레이션 속성이 중국 소비자의 지각된 디자인 가치, 구매 의도에 미치는 영향 연구 - 디자인 스타일(중국 전통과 해외 트렌드)의 조절 효과를 중심으로 -
A Study on the Impact of Art Collaboration Design on Lipstick on Chinese Consumers’ Design Value Perception and Purchase Intention - fousing on the impact of adjusting design styles(Chinese vs. International) -
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초록
본 연구는 립스틱의 아트 콜라보레이션 속성과 중국 여성 소비자의 지각된 디자인 가치 및 구매 의도간의 관계를 분석하였으며, 추가적으로 립스틱의 디자인 스타일(중국 전통과 해외 트렌드)을 조절변수로 설정하여, 아트 콜라보레이션 속성이 지각된 디자인 가치와 구매 의도에 미치는 차이를 검토하였다. 연구 결과, 첫째, 립스틱의 아트 콜라보레이션 속성 중 희소성, 심미성, 상징성은 소비자의 감성적,사회적, 인지적 가치에 부분적으로 긍정적인 영향을 미친 반면, 구매 의도에 대해서는 유의미한 영향을 미치지 않았다. 반면, 독창성은 구매 의도에 유의미한 영향을 주었으나, 감성적, 사회적, 인지적 가치에는 유의미한 영향을 미치지 않았다. 둘째, 희소성과 심미성, 상징성은 소비자의 구매 의도에 대해직접적인 영향을 미치지 않았으나, 감성적 가치, 사회적 가치와 인지적 가치를 통해 간접적으로 구매의도를 높이는데 기여하였다. 독창성은 사회적, 감성적, 인지적 가치의 간접적 효과보다 구매 의도에직접적으로 영향을 미치는 속성으로 나타냈다. 셋째, 상징성과 감성적 가치 및 사회적 가치의 관계, 그리고 사회적 가치와 구매 의도간의 관계에서 중국 전통 디자인이 해외 트렌드 디자인보다 더 큰 영향을 미쳤다. 종합적으로, 립스틱 아트 콜라보레이션의 상징성, 희소성, 심미성은 소비자의 감성적, 사회적, 인지적 가치에 부분적으로 긍정적인 영향을 미치며, 뷰티 제품과 아트의 콜라보레이션을 기획할때 중국 소비자에게 제공할 수 있는 가치를 깊이 고려할 필요가 있음을 시사한다. 또한, 애국소비 경향에 따라 국조(國潮) 화장품에 대한 선호가 높아지고 있음에도, 구매 결정 과정에서 상징성만이 사회적 가치와 감성적 가치, 인지적 가치에 영향을 미치는 중요한 속성임을 주목할 필요가 있다.
Abstract
This study examined the relationship between the art collaboration attributes of lipsticks andChinese female consumers’ perceived design value and purchase intention. It also investigatedthe differences in the effects of these attributes on perceived design value and purchaseintention, using lipstick design styles (traditional Chinese and international trends) as moderatingvariables. The results indicated that, first, among the art collaboration attributes of lipsticks,rarity, aesthetics, and symbolism had partial positive effects on consumers’ emotional, social, andcognitive values, but did not significantly influence purchase intention. In contrast, uniquenesshad a significant impact on purchase intention but did not affect emotional, social, or cognitivevalue. Second, scarcity, aesthetics, and symbolism did not directly affect consumers’ purchaseintention, but they indirectly contributed to it through emotional, social, and cognitive values. Uniqueness was the attribute that directly influenced purchase intention, outweighing the indirecteffects of social, emotional, and cognitive values. Third, the relationship between symbolism andemotional and social value, as well as the relationship between social value and purchaseintention, showed that Chinese traditional designs had a greater impact than international trenddesigns. Overall, the symbolism, scarcity, and aesthetics of lipstick art collaborations partiallypositively influenced consumers’ emotional, social, and cognitive values. This suggests that whendesigning beauty product-art collaborations, it is necessary to carefully consider the value theycan offer to Chinese consumers. It is also worth noting that despite the growing preference fornational cosmetics aligned with the patriotic consumption trend, symbolism is not the onlyimportant attribute in the purchase decision process that influences social, emotional, andcognitive values.
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