Factors Influencing the Consumption of Art Product: Evidence from China

With the development of economy and popularization of culture, the art market in China is also booming. However, even though the art market generates a lot of economic benefits, it also reveals some shortcomings as well as limitations. Therefore, this study aims to find out the factors which may impact the consumption of the Chinese art market through an in-depth study of the art market. This will help the art market to develop better, and also help art enterprises to better understand the consumers, so as to formulate marketing strategies in a targeted manner. In this study, a questionnaire survey was used to collect data, and the data were transformed into quantitative form for easy analysis. In addition, linear regression model was constructed to investigate the relationship between the influencing factors and the amount of artwork consumption. The final results of the research show that age (AG), knowledge of artwork (KA) and attitude towards expensive artwork (EX) could significantly affect the amount of artwork consumption, while gender (GE) education background (EB) and income (IN) do not significantly affect the amount of artwork consumption.