Research On The Influencing Factors Of The Volume Of Business From Artwork E-commerce Platform

With the growth of comprehensive national strength and the improvement of people’s living standard,the consumption structure of Chinese people is further upgraded,and the demand for culture and spiritual products is increasing.Artwork e-commerce increasingly become an important channel for ordinary consumers to obtain artworks.Artwork is a kind of special commodity with multiple values,with the characteristics of originality,non-practical,nonrenewable and non-deterministic,which makes it significant different with the standardized of other e-commerce.The popularity of the Internet and e-commerce has made a significant change in the concept of consumer consumption,and consumption patterns.The huge information processing capacity of network provide consumers with more choices.Thus the status of consumer sovereignty has been greatly improved,and their decision-making and behavior become more and more elusive.What are the factors affecting the artwork consumer’s willingness to buy online and consumer behavior,and affecting the trading volume of the artwork e-commerce platform,will be deeply researched.The paper firstly introduces the global and Chinese art market including the online trading market,and analyzes the models of the artwork e-commerce taking yidianchina.com as an example.Secondly,on the basis of the analysis of a large number of domestic and foreign literatures,the consumer’s consumption characteristics,consumer motivation and decisionmaking process are deeply studied,and On the basis of the TAM model,the traditional online shopping model is extended,and a network consumption decision model based on B2 C platform is proposed.In January and February 2016,the questionnaires survey data to artwork buyers were collected based on Beijing area of the auction site and QQ auction group,We Chat auction group,analyzing the data through SPSS22.0 to find the difference between them,so as to verify the correlation and linear ones between the model and the hypothesis variables.Through the analysis of the research results,the paper reveals the positive correlation between the willingness of online shopping and online shopping behavior of art consumers.The factors of the usefulness of platform,reputation of the platform/seller,price advantage,and website security have a positive impact on online shopping intention of artwork consumer.As well as the factors of commodity authenticity,consumer expertise,payment process simple and easy to use,and short time and low cost of logistics have a positive impact on consumer purchase behavior.Above factors affect the trading volume of artwork e-commerce platform.In view of the above influencing factors,the paper also puts forward specific suggestions for improvement to help platform/businesses to attract consumers,to anticipate,grasp and create consumer demand in the competition,to provide target products and services,and to develop more effective marketing strategy,so that converting online artwork consumers’ purchase intention into actual purchase behavior.