Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effect of Symbolic Objectives upon the Artwork Price: Focusing on House-Tree-Person Model

미술품 내 상징적 사물이 경매 가격에 미치는 영향: H-T-P 모델을 중심으로

  • 황보여주 (홍익대학교 대학원 문화예술경영학과) ;
  • 신형덕 (홍익대학교 경영대학 경영학과) ;
  • 정태영 (홍익대학교 경영대학 경영학과)
  • Received : 2013.07.15
  • Accepted : 2013.11.07
  • Published : 2013.11.30
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Abstract

This study investigated the effect of symbolic meanings of the artwork objectives on auction price. Based on Buck(1948)'s House-Tree-People(H-T-P) model, we hypothesized that symbolic meanings of these objectives invoke preferences of bidders and increase the price. Using 402 auction price data from June 2010 to May 2011, we found that an artwork including house and people tend to be auctioned off at a higher prices than the artwork without them. This study confirmed that Buck's model can be used to determine artwork price, suggesting that symbolic objectives in the artwork do affect its price.

본 연구는 미술경매시장에서 미술품 거래 시 미술품의 소재로 사용된 상징적 사물이 미술품의 가격결정에 미치는 영향에 대해 조사하였다. 이를 위해 본 연구는 Buck(1948)의 집-나무-사람(H-T-P) 모델을 적용하였다. 2010년 6월부터 2011년 5월까지의 기간 동안 서울옥션에서 낙찰된 402개 작품을 대상으로 분석한 결과, 미술품 내에 집과 사람이 포함되어 있으면 그렇지 않은 경우에 비해 경매시장에서 더 높은 가격에 낙찰되는 것으로 나타났다. 본 연구는 기존의 미술품 가격 연구에서 발견한 요소들 이외에도 소재로 이용된 상징적 의미를 지닌 사물도 미술품 가격에 영향을 미친다는 것을 발견함으로써 Buck(1948)의 모델이 미술품 가격결정에도 적용될 수 있음을 확인하였다.

Keywords

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