Research On Media Effects Of Art Collection Platform Based On O2O Model

Both the concept of O2O(Online-to-Offline)and art collection platforms based on O2 O mode are borned and continuously developing in so-called ‘Internet plus’ era.Art collection platforms based on O2 O mode provide comprehensive services,information of collections and the market to art collectors which may have multiple identities as media audience,art collectors,customers and operators.These people are always active and interested when they are influenced by the platforms.They hope to obtain more information on art,understanding more about the art market,and enjoy more from its convenience through this type of media.At the same time,the media would also have a persuasive impact on the audience’s perception,emotion and behaviours.Art collection platforms based on O2 O mode affect their audience through a gradually and orderly psychological process.This research is based on the macro development trend of the Internet and digital media industry,combined with deep interviews with 3 professional people,recorded and explained the psychological process of the audience through the content analysis method.In addition,the researcher also discussed the relevant media environment,media text and media influence,how to regulate the influence and summed up the theoretical basis and the impact of such platforms that have on the individual and group audience on these aspects: cognition,concept,attitude,emotion and behaviours.