CONSUMER RESPONSE TO PRODUCT DESIGN USING ART IMAGES: AESTHETIC INCLINATION OF CONSUMERS

Gantumur Khongorzul¹, Lee Dong-Hyeon², Choi Mi-Hee^3*

* Corresponding Author: Choi Mi-Hee

¹Department of Industrial Management, Gyeongsang National University

^2,3Department of Rehabilitation, Masan University

Digital Object Identifier:

https://doi.org/10.53468/mifyr.2022.02.03.13

Abstract- This study aims to examine consumer response studies related to art marketing. A preliminary survey was conducted to analyze consumer response research on art marketing, a research model was set up for empirical analysis, and research hypotheses were established accordingly. This study aims to confirm the effect of product design (art image product/general image product/no image product) on consumers’ product evaluation and luxury awareness. In addition, this product design verifies that the effect on consumers’ product evaluation and luxury awareness has an interactive effect according to the consumer’s aesthetic propensity. The results of this study analysis are as follows. It was confirmed that art image products had a more positive effect on product evaluation and luxury awareness than general image products and no image products. Next, it was found that there is an interaction effect between product design, product evaluation, and luxury awareness according to consumers’ aesthetic tendencies. Finally, at this point in time, when the environment surrounding art marketing is rapidly changing, it aims to maximize practical and theoretical insights by deriving consumers’ awareness, meaning, and utilization of art marketing.

Keywords: Product Design, Product Evaluation, Awareness of The Product, The Aesthetic Propensity of Consumers

Article History: Received 02 October 2022, Received in revised form 07 October 2022, Accepted 29 December 2022