Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Art Infusion Effect on Fashion Products according to Self-monitoring and the Luxury Level of Fashion Brands

자기감시성과 패션브랜드 럭셔리 수준에 따른 패션제품의 명화 주입 효과에 관한 연구

  • 최효정 (성균관대학교 의상학과 패션마케팅 전공) ;
  • 황선진 (성균관대학교 의상학과 패션마케팅 전공) ;
  • 여준상 (동국대학교 경영학과)
  • Received : 2014.03.28
  • Accepted : 2014.12.31
  • Published : 2015.04.30
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Abstract

This study empirically confirmed how an art infusion into fashion products affect consumer's preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) ${\times}2$ (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) ${\times}2$ (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer's preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer's preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer's preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.

Keywords

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