소비자의 쇼핑성향과 아트 컬래버레이션 광고유형이 구매의도에 미치는 영향

초록

The purpose of this study is to investigate the influence of consumers shopping orientation on the advertisement effectiveness of art collaboration. In the consumer shopping tendency, Trend Seeking, Pleasure Seeking, and Famous Brand Seeking tendencies were selected for independent variable. And in the art collaboration advertisement type, Famous Artist Participation, Pop Art Visual Perception, and Fine Art Acceptance types were selected for mediate variables. Also, in the purchase intension, Famous Artist Participation, Pop Art Visual Perception, and Fine Art Acceptance types were designed as subordinate variables to analyze through structural equation and path analysis. As a result, it was found that consumers who had Trend Seeking and Famous Brand Seeking tendencies showed a significant correlation between advertising attitude and purchase intention in Famous Artist Participation type advertisement. This study is meaningful because it deeply analyzed the effect of art collaboration advertisement according to the characteristics of shopping tendency of consumers by approaching more closely in terms of psychological aspects. From this point of view, rather than providing reckless advertisement to consumers, I propose the art collaboration advertisement that could solve the emotional aspect and cultural need of consumers. Also, Famous Artist Participation and Pop Art Visual Perception types in the advertising attitude showed statistically significant result in all types of art collaboration purchase intention. Lastly, the research result I found in the art collaboration advertising attitude shows that Fine Art Acceptance, Famous Artist Participation, and Pop Art Visual Perception types are all significantly influences on purchase intention. From this point of view, rather than providing reckless advertisement to consumers, I propose the art collaboration advertisement that could solve the emotional aspect and cultural need of consumers.

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