A Convergence Study on Factors Influencing Users' Purchase Intention of Calligraphy Works on Network Auction Platforms

Online auctions have become an important channel for art transactions, profoundly influencing traditional art forms including calligraphy. This convergence study explores key factors affecting users' purchase intention of calligraphy works on network auction platforms, examining how “person (seller credibility), product (aesthetic value), and platform (social presence)” influence purchase intention through “perceived value” and “perceived trust.” Based on survey data from 405 network auction users in 2024 and structural equation modeling, results show: seller credibility significantly enhances perceived value (β =0.315, p<0.001) and trust (β=0.369, p<0.001); social presence enhances perceived value (β=0.318, p<0.001) and trust (β=0.407, p<0.001); aesthetic value enhances perceived value (β=0.283, p<0.001) but not trust (β=0.014, p=0.786). Both perceived value (β =0.470, p<0.001) and trust (β=0.351, p<0.001) significantly influence purchase intention (R²=0.475). This finding reveals that aesthetic value alone cannot build trust in online calligraphy transactions, highlighting the importance of multi-dimensional trust mechanisms beyond visual attraction for digital art market development.