지각된 가치와 독특성 추구성향이 아트 콜라보레이션 상품의 구매의도에 미치는 영향: 아티스트 애착의 조절적 역할을 중심으로

Recently, interest in ‘art collaboration’ has been increasing as part of cultural marketing. This study explored the influence of the perceived value (emotional, economic, and social value) of art collaboration products and the tendency to pursue uniqueness on the purchase intention of art collaboration products. At this time, it was examined whether the degree of attachment of individuals to artists participating in art collaboration changed the influence of these factors on purchase intention. The results of the study showed that emotional value, social value, and tendency to pursue uniqueness among the perceived values ​​significantly affected purchase intention. In this process, it was found that the influence of emotional value and social value on purchase intention was moderated by artist attachment. These results show that consumers recognize emotional value and social value when purchasing art collaboration products, and these value factors and artist attachment interact to change purchase intention. The results of the study imply that companies can make consumers clearly recognize the value of art collaboration products and that differentiating the emphasis of value factors depending on the participating artist can be effective in increasing purchase intention.