76
M. De Angelis et al.
Fig. 1 Effect of intensity of artist’s craftmanship on purchase intention through perceived durability
effect and its underlying spillover mechanism, we therefore argue that, in the context
in which the product is advertised through the use of artistic elements, the intensity
of artist’s craftmanship in the process of artwork creation may affect the perceived
durability of the product, since the savoir faire elicited by the artwork may spill
over onto the product itself. We also argue that, in turn, perceived durability may
affect consumers’ purchase intention, being it considered a relevant driver of luxury
purchase. Specifically:
H1. When a luxury product is advertised through an artwork, the intensity of
artist’s craftmanship in the process of artistic creation positively affects perceived
product durability.
H2. When a luxury product is advertised through an artwork, perceived product durability mediates the relationship between the intensities of artist’s
craftmanship in the process of artistic creation and consumer purchase intention.
9 Empirical Study
In order to empirically test our formal hypotheses, we conducted a quantitative study
aimed at demonstrating that the intensity of artist’s craftmanship positively influences
product durability, which in turn increases consumer purchase intention. Specifically,
we conducted an experiment based on a two-condition between-subject design. Data
has been collected through an online pull of prepaid respondents and analyzed using
SPSS statistical software.
9.1 Procedure and Sample
The survey, created through the Qualtrics platform, has been distributed online
through different social media channels. Being destined to be completed by Italian respondents, it has been fully drafted in Italian. Once 270 observations have
M. De Angelis et al.
Fig. 1 Effect of intensity of artist’s craftmanship on purchase intention through perceived durability
effect and its underlying spillover mechanism, we therefore argue that, in the context
in which the product is advertised through the use of artistic elements, the intensity
of artist’s craftmanship in the process of artwork creation may affect the perceived
durability of the product, since the savoir faire elicited by the artwork may spill
over onto the product itself. We also argue that, in turn, perceived durability may
affect consumers’ purchase intention, being it considered a relevant driver of luxury
purchase. Specifically:
H1. When a luxury product is advertised through an artwork, the intensity of
artist’s craftmanship in the process of artistic creation positively affects perceived
product durability.
H2. When a luxury product is advertised through an artwork, perceived product durability mediates the relationship between the intensities of artist’s
craftmanship in the process of artistic creation and consumer purchase intention.
9 Empirical Study
In order to empirically test our formal hypotheses, we conducted a quantitative study
aimed at demonstrating that the intensity of artist’s craftmanship positively influences
product durability, which in turn increases consumer purchase intention. Specifically,
we conducted an experiment based on a two-condition between-subject design. Data
has been collected through an online pull of prepaid respondents and analyzed using
SPSS statistical software.
9.1 Procedure and Sample
The survey, created through the Qualtrics platform, has been distributed online
through different social media channels. Being destined to be completed by Italian respondents, it has been fully drafted in Italian. Once 270 observations have