As consumers’ leisure and cultural levels go up, in this social change the art marketing that uses famous artists’ artworks for design, package and advertisement of products and gives the products creativity and scarcity is very well-received by consumers. This implies that aesthetic value such as design is becoming the more important criterion in judgement, rather than function or quality of a product. In the flow of this trend, many researches on the effects of art infusion that pursues high-quality of products by infusing an artwork into a product or an advertisement are carried out.
This research expanded the previous researches that have studied the art infusion effect by dividing it just into art and non-art and verified the effects of familiarity degree that consumers feel of the artwork when an artwork was infused into design of a product or package and perception degree of product-art fit on the perceived value of the product and the purchase intention and whether familarity and fit have an interaction effect between product type and centrality of visual product aesthetics(CVPA). Outcomes obtained through the empirical analysis are as follows:
First, it was identified that when the more familiar artwork to consumers, the higher product-art fit, functional and symbolic values and purchase intention were all positive. Second, it investigated if product type works as a moderator variable on familarity and fit. The research results showed that familarity according to product type does not have any influence on consumers’ reaction but when the product is a hedonic product and when the product and the artwork fit each other it affects consumers’ reaction. Third, it investigated if the Centrality of Visual Product Aesthetics(CVPA) of visual products works as a moderator variable on familarity and fit. The research result showed that there is an interaction among familarity, fit and Centrality of Visual Product Aesthetics(CVPA) in symbolic value and purchase intention. Therefore, it identified that those who have a high Centrality of Visual Product Aesthetics(CVPA) do not prefer a familiar artwork, but when product-art fit is high they show a favorable attitude.
To compound these research results, it was identified that the art infusion products and package designs have more positive influence when those are more familiar to consumers and when the product and the art image fit. In addition, as for the product type, it is desirable to consider product-art fit for hedonic products, which shows when an art image fits a product consumers perceive the product more luxuriously. Lastly, it was found out that those who have a high Centrality of Visual Product Aesthetics(CVPA) do not prefer a familiar artwork, but when product-art fit is high they show a favorable attitude. Therefore, it could identify that the Centrality of Visual Product Aesthetics(CVPA) of consumers who buy art products has a direct influence on their purchase of products.