The Impact of Artwork Purchase Motivations on Consumer Well-Being: Examining the Mediating Effect of Post-Purchase Satisfaction

This study analyzes the impact of motivations for purchasing artworks on consumer well-being and identifies the mediating effect of post-purchase satisfaction. An analysis of responses from 194 adult consumers who had purchased artworks within the past three years revealed that personal and social motivations positively influenced post-purchase satisfaction, whereas economic motivation did not show a significant effect. Post-purchase satisfaction was found to have a positive impact on well-being. Social motivation influenced well-being both directly and indirectly through post-purchase satisfaction, suggesting that purchasing artworks contributes to well-being by fostering psychological stability and enhancing social connections beyond mere material ownership. On the other hand, personal motivation did not significantly affect well-being through post-purchase satisfaction, suggesting that this may stem from the complex interplay associated with the psychological value of purchasing artworks. This study highlights the positive impact of purchasing artworks as a form of experiential consumption that strengthens psychological stability and social connectedness, ultimately enhancing well-being. Based on these findings, art organizations and policymakers can promote both consumer well-being and the sustainability of the art market.