Research On The Impact Of Perceived Quality On Online Art Consumers’ Purchase Intention

With the rise of online art trading,art online trading platforms have begun to pay attention to how to better attract consumers and thereby increase platform transaction volume and promote platform development.Perceived quality is an important factor that affects consumers’ purchase intentions,which has been proven in traditional transactions.Online trading platforms relying on the Internet are quite different from offline transactions in the art market.This makes us think about whether and how the perceived quality affects consumers ’ willingness to purchase in the context of the online art market.With this problem,only the online art trading platform can improve consumers’ willingness to buy in a targeted manner.Based on the above practical problems,the relationship and mechanism between consumers’ "perceived quality" and purchase intention are worthy of in-depth consideration.However,the theoretical guidance provided by existing research is very limited.Domestic scholars’ research on the art market is mostly art appreciation,art finance,art-related legal research,and there are few studies on consumers’ willingness to buy art.And most of the existing researches are on the traditional offline art market,and there are few studies on the online art market.In terms of research methods,qualitative research is mostly used,and quantitative research is less.Therefore,the existing research conclusions are still unable to answer the question of the relationship between perceived quality and consumer purchase intentions in the online art market.Based on the above practical and theoretical background,this article believes that it is necessary to study the relationship between perceived quality and consumers ’buying intentions in the online art market,explore the mechanism of the influence of perceived quality on consumers’ buying intentions in the online art market,and resolve online art Consumers’ low willingness to buy.Based on the research status of the art market,this paper finally determines the perceived quality(perceived product quality,perceived platform service quality)as the independent variable to construct the perceived quality of online artwork purchase intention Influence the model.This paper conducts an empirical study on online art consumers,combining the characteristics of art,studying the influence of perceived quality on perceived value and online art purchase intention.This article uses literature research method,questionnaire survey method,data analysis method.A survey of 350 online art consumers resulted in the research results of this article:(1)Perceived product quality positively affects perceived value;Perceived platform service quality positively affects perceived value.(2)Perceived product quality has no significant influence on online art purchase intention;Perceived platform service quality positively affects online art purchase intention.(3)Perceived value does not play a significant role as an intermediary on the path of perceived product quality-online art purchase intention.Perceived value plays a part of the mediation role on the path of perceived platform service quality-online art purchase intention.(4)Product involvement plays a negative regulatory role on the perceived quality-perceived value path;product involvement has no significant moderating effect on perceived platform service quality perceived value path.This article puts forward suggestions for increasing consumers ’ stickiness to online art platforms and merchants,driving online art consumers to transform into online art collectors,so as to improve the competitiveness of art e-commerce and quickly occupy online art.This article provides theoretical guidance for quickly occupying the online art market.The recommendations are the following four points:(1)Formulate clear and reasonable online art merchant classification standards to reflect the professionalism of online art platforms;(2)Improve the design of online art platforms and optimize supporting service systems;(3)Innovation New ideas for online event planning,highlighting differentiated services;(4)Enriching the content of online art platforms and enhancing the practicality of online art platforms.