Analyzing the Importance of Factors in Artwork Sales Channel Selection Using AHP Methodology : An Artist-Centric Perspective

This study analyzes the determinants and importance of art distribution channel selection from the perspective of artists as suppliers in the Korean art market. While previous studies have focused on consumers, the factors that influence artists' choice of sales channels have been overlooked, and it is difficult to draw general conclusions due to the individual circumstances of artists and the complex preferences of the market. To address this gap in the literature, this study utilizes a comprehensive approach by surveying 16 art professionals and practicing artists with an average of more than 15 years of experience. These experts were consulted using two methods: the Delphi technique and the hierarchical analysis method (AHP). Through these methods, a total of 22 determinants were derived and synthesized from previous studies. The study's primary findings indicated that aesthetic perfection of the artwork (0.1241), buyer's perception of artistic value (0.1123), and market reliability (0.0796) were significant factors in selecting an art sales channel from the perspective of the artist. Conversely, the convenience of the distribution process and the speed of sale were deemed relatively less important. This study aims to address limitations of existing consumer-centered research and explore the balance between supply, intermediate, and demand in the art market. It focuses on the perspective of suppliers and employs analytic hierarchy process methodology in art market research, addressing the dominance of qualitative research in the field. The study offers insights into the artist's perspective and policy implications for fostering a robust art market. It also serves as a unconditional framework for future research on art sales channels from the perspective of suppliers.