There are more and more cases of cooperation between products and art. The combination of art and product is an important global commercial trend. Hagtvedt and Patrick put forward the theory of art infusion effect, the combination of art and products will have a positive impact on consumer evaluation. This study extends the theory of art infusion effect to the online shopping environment to explore whether the art infusion effect exists when consumers shop online. New models are also proposed to further study the outcome variables and moderating variables of art infusion effect . It is found that the art infusion effect still exists in the online shopping environment, that is, the art perception of the product positively affects the product evaluation. Moreover, the art infusion effect can further improve consumers' purchase intention. Finally, openness to art plays a moderating role in this process.
Ji, Qiaochu and Yang, Yongzhong, "Research on the influence of art perception on consumers' purchase intention in online shopping environment" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 36.