The influence of artist authenticity on consumers’ perceptions and behavioral intentions across genders in China’s art market

Abstract

Although the Chinese art market is a huge industry, marketing researchers have not yet fully explored the factors that drive consumers to buy artwork. This research draws on real research in the fields of art, marketing and psychology, and explores the influence of artists' perception of motivation on consumers' motivation and behavior. This study applies 518 participants from Chengdu, China as a sample. 500 valid questionnaires were collected. SPSS and AMOS are used for data analysis, and a structural equation model is used for regression analysis. The results show that the authenticity of an artist affects consumers' attitudes towards artists, and in turn, affects consumers' evaluation of artists' works and their behavioral intentions. In addition, studies have shown that women and men have different evaluations of artwork. Researchers believe that information about the artist who created a particular work is an important aspect that consumers need to consider.

An Independent study submitted in partial fulfillment of the requirements for the Master's Degree of Arts in Human Resource Development and Management of International College, Rajamangala University of Technology Krungthep Academic Year 2021