Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers
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This research focuses on the influence of visual art only infashion goods with unknown brand and sees if art infusion ledto enhancement of brand image. Also, this paper would like toknow if enhanced brand image through art infusion can havepositive effect on purchase intention. The results of this studyare summarized as follows; Luxury perception differs dependingon the presence of art. Brand image fit also differs dependingon the presence of art. Also, Art line and Logo linehad more positive product evaluation than Nonart line. Thestudy revealed that higher luxury perception leads to more positiveproduct evaluation. However, higher brand image fit didnot lead to more positive product evaluation. When participantshad positive product evaluation, it was more likely to havehigher purchase intention. In this study, familiarity of art hadno influence on product evaluation. Moreover, participantschose art line the most favorable line following logo line andnonart line. Participants picked handkerchief and bag as themost preferable product in all line. Also, they picked cap asthe most unfavorable product in all line.
Abstract
This research focuses on the influence of visual art only infashion goods with unknown brand and sees if art infusion ledto enhancement of brand image. Also, this paper would like toknow if enhanced brand image through art infusion can havepositive effect on purchase intention. The results of this studyare summarized as follows; Luxury perception differs dependingon the presence of art. Brand image fit also differs dependingon the presence of art. Also, Art line and Logo linehad more positive product evaluation than Nonart line. Thestudy revealed that higher luxury perception leads to more positiveproduct evaluation. However, higher brand image fit didnot lead to more positive product evaluation. When participantshad positive product evaluation, it was more likely to havehigher purchase intention. In this study, familiarity of art hadno influence on product evaluation. Moreover, participantschose art line the most favorable line following logo line andnonart line. Participants picked handkerchief and bag as themost preferable product in all line. Also, they picked cap asthe most unfavorable product in all line.
참고문헌 (19)
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