Research On Consumers' Purchase Decision Of Oil Painting Art Based On Howard-Sheth Model

In the current rapid development of social economy,people's consumption has gradually shifted from material to spiritual and cultural.The upgrade of cultural consumption brings a new opportunity for art market.As the art gradually deepens into daily life,the aesthetic has changed and the purchasing power of consumers have evoked the advent of the era of art consumption.How to maintain this situation to form a benign market ecology is a topic worth exploring.Therefore,this paper takes oil painting as the research object,build the purchase decision model of oil painting,discusses the whole purchase process of oil painting,and identifies the influencing factors of consumer purchase decision.This paper builds a research model based on the Howard-Sheth model.In the model,the product substantial stimulus,product sign stimulus,and social stimulus are selected as independent variables.At the same time,the product's substantial stimulus divided into two dimensions: oil painting art cognition and price cognition.Product sign stimulus identify as sign stimulus.In addition,social stimulus,according to reference,divided into three dimensions: reference group,living environment and values.The dependent variable is the consumer purchase decision.Perceived value defined as mediator variable,divided into functional value,social value,emotional value and customer perceived cost.Hypothesis propose based on the relationship between independent variables,mediator variables,and dependent variables.By investigating 275 consumers,and using literature research method,questionnaire survey method and empirical analysis method,this paper constructs purchase decision model of oil painting.Furthermore,this paper discusses whether the oil painting cognition,price cognition,sign stimulation,reference group,living environment,values and other aspects will affect consumers' Perceived value of oil painting,and thus influence purchase decisions.Consumer personal characteristics,including gender,ages,education,occupation,and annual income are used as control variables.After theoretical and empirical analysis,the conclusions are as follows:(1)Oil painting cognition,price cognition,living environment,and values have a significant positive impact on consumers' perceived value.(2)Sign stimulus has no significant impact on consumer perceived value.(3)Functional value,social value,emotional value and customer perceived cost have significant positive impact on purchasing decision,and act as an intermediary.(4)Education and occupation have significant positive impact on values.Finally,based on the research conclusions above,marketing suggestions are proposed to attract more consumers to enter the market and drive the consumption of oil painting art:(1)Segment consumers to establish a parity market;(2)Create an artistic atmosphere to drive potential consumers;(3)Reduce information asymmetry,match consumers with oil painting artworks,and multi-channel marketing.