Research On Purchasing Behavior Of Calligraphy And Painting Artworks Based On Planned Behavior Theory

With the improvement of people's living standards and the development of the comprehensive quality of the nation,more and more Chinese people begin to pay attention to cultural consumption.The level of consumption gradually shifts from the past single material level to the spiritual level.In such a process of transformation,artworks begin to enter the vision of more people but no longer confined to the wealth.Benefit from Internet such as self-media,art consumption becomes more and more popular,and more consumers participate in artworks purchasing.As the main branch of art market,calligraphy and painting artworks are historic,cultural and unique,and have their own unique value and function.Academic research on the market of painting and calligraphy mostly focuses on the auction market theory,while the research on the purchasing behavior of calligraphy and painting artworks is relatively less.Based on the TPB,this thesis puts forward the purchasing behavior model of calligraphy and painting artworks and corresponding assumptions from the perspective of purchasing intention and purchasing behavior.Through empirical research to verify the hypothesis,study the various variables affecting purchasing behavior of calligraphy and painting artworks.And analyze the results to propose feasible management recommendations for agent.This study obtained data through questionnaire survey,mainly distributed paper questionnaires in art galleries in Hangzhou,Shanghai,Nanjing.At the same time,online questionnaires were generated by Wenjuanxing(the questionnaire research platform),and distributed through Wechat,e-mail,etc.A total of 269 valid questionnaires were collected.Descriptive analysis,reliability and validity test,independent sample t-test,variance analysis,correlation analysis and regression analysis were performed with SPSS.The results show that attitudes,subjective norms and perceived behavior control have a significant impact on the purchase intention of calligraphy and painting artworks.Perceived behavior control has a significant impact on the purchase behavior.Purchase intention of calligraphy and painting artworks has a significant impact on the purchase behavior.Perceived behavior control have an impact on the purchase behavior by influencing the purchase intention.Gender,age and educational background have no significant difference on all variables.Monthly income level has significant influence on external conditions,purchase intention and purchase behavior.Occupation has significant influence on functional attitudes.Acceptable price of calligraphy and painting artworks has significant influence on command norms and descriptive norms.Based on the research results,there is some relevant advice for governments and enterprises.For the government,it is necessary to expand the expenditure on art basic education and increase the support for the enterprises of calligraphy and painting artworks.For enterprises,first of all,we should broaden the channels of information dissemination of calligraphy and painting artworks,reduce the impact of information asymmetry;second,we should do a good job of cultivating consumers;finally,we should do a good job of market segmentation,clear their own positioning,to achieve the effect of precision marketing.