Study On The Mechanism Of The Effect Of Experts’ Characteristics On Consumer Purchase Intention In The Calligraphy And Painting Market

With the vigorous development of the cultural industry in China,the calligraphy and painting market has developed rapidly in recent years.The transaction volume and turnover of calligraphy and painting works have shown exponential growth.However,because the calligraphy and painting market is still in its infancy,the market order and trading system are not perfect and cannot match the initial savage growth.As a result,the calligraphy and painting market has been in an unhealthy state of imbalance for a long time.In this context,this dissertation explores the problem of the unbalanced development of the painting and calligraphy market.This study takes the core market of cultural and creative industries,that is,calligraphy and painting market as the research object,takes the theory of market experts,the theory of opinion leaders,the theory of word-of-mouth communication and the theory of stakeholders as the theoretical basis,and comprehensively utilizes the literature research,theoretical research,empirical research and other research methods to figure out how market experts influence consumers’ purchase intention.Through the identification and system construction of the characteristics of market experts in the Chinese calligraphy and painting trade,this dissertation explores the behavioral characteristics dimensions of market experts,such as personal influence characteristics,professional quality characteristics,information dissemination characteristics,interactive relationship characteristics,etc.,and clarifies the connotation and secondary indicators of the characteristics of market experts.On this basis,this dissertation constructs a theoretical model based on the characteristics of market experts on the influencing factors of consumers’ purchase intention in Chinese calligraphy and painting market.Based on the empirical evidence of modern and contemporary calligraphy and painting market transaction and relevant literature review and theoretical research,this dissertation theoretically discusses and numerically verifies the relation between the characteristics of market experts(personal influence characteristics,professional quality characteristics,information dissemination characteristics,interactive relationship characteristics),consumers’ value perception(functional value perception,social value perception,emotional value perception),and customer trust and consumer purchase intention.It clarifies the influencing mechanism of the behavior characteristics of experts in calligraphy and painting market(personal influence characteristics,professional quality characteristics,information dissemination characteristics,interactive relationship characteristics)on consumer value perception(functional value perception,social value perception,emotional value perception).Based on the empirical test results,this dissertation puts forward countermeasures and suggestions for the managers of calligraphy and painting enterprises to carry out marketing management around the two principal parts,consumers and market experts,in the calligraphy and painting market.The research contents and main innovations of this thesis include:(1)This thesis analyzes the three principal parts in the calligraphy and painting market:sellers,consumers and market experts.On this basis,the game model among the three parts is constructed based on the cooperative game model.The game between consumers and sellers,between sellers and market experts,and between consumers and market experts are discussed respectively.The interest distribution relationship among the three principal parts and constraint conditions in the process of cooperation are proved.With the enhancement of consumers’ awareness of rights and the rapid development of media,this thesis introduces the feedback mechanism of consumers and analyzes the long-term evolutionary game between sellers and market experts in the quality supervision of the calligraphy and painting market by applying the idea of evolutionary game.(2)This study uses the qualitative research method of grounded theory to construct a measurement system of four dimensions and 17 indicators of the characteristics of experts in the calligraphy and painting market.Specifically,the dimension of personal influence includes four secondary indicators: leadership temperament,social status,social relations and reputation;the dimension of professional quality includes professional knowledge,domain familiarity,information mastery,fairness and reliability.The characteristics of information communication include five secondary indicators,such as unique insights,practical knowledge,popular elements,accuracy cognition and information resonance;the characteristics of interaction include four secondary indicators,such as communication fluency,continuous interaction willingness,rapid response perception and pleasant experience perception.(3)The research uses BP neural network to explain the mechanism between the characteristics of market experts and the three variables of customer value perception,customer trust and purchase intention.A BP neural network based on the characteristics of market experts is constructed,and the questionnaire data is fitted through R software.It is concluded that the 17 dimensions of characteristics of market experts have a better classification and fitting effect on customer value perception,customer trust,and purchase intention,showing the positive correlation between the former and the latter three variables.(4)Based on the empirical analysis of structural equation model,three significant conclusions are obtained.(1)Empirical results show that the positive impact of market expert characteristics on customer functional value perception is partially verified.Specifically,firstly,three dimensions of market experts’ behavior characteristics,including personal influence characteristics,information dissemination characteristics and interactive relationship characteristics,have a positive impact on functional value,while the relationship between professional quality characteristics and functional value perception has not been verified;secondly,the three dimensions of market experts’ behavior characteristics,namely,personal influence characteristics,professional quality characteristics and information communication characteristics,have a positive impact on functional value,while the relationship between the characteristics of interaction and the perception of functional value has not been verified;finally,the relationship between the four dimensions of market experts’ characteristics,namely,personal influence characteristics,professional quality characteristics,information dissemination characteristics and interactive relationship characteristics,has been verified.(2)The positive effects of the characteristics of expert on customer trust is partially verified.Specifically,the three dimensions of market experts’ characteristics,including personal influence characteristics,professional quality characteristics and information dissemination characteristics,have a positive impact on customer trust,while the positive influence relationship between interaction characteristics and customer trust is not supported.(3)The positive impact of customer value perception on customer trust is partially verified,the positive impact of customer value perception on consumers’ purchase intention is verified,and the positive impact of customer trust on consumers’ purchase intention is verified.This research has important theoretical and practical significance.Firstly,the research provides a theoretical basis for calligraphy and painting auction enterprises to construct a market expert identification system.The managers of these enterprises can rely on the system to judge the gap between themselves and other market competitors,so as to re-select or train market experts to change their corporate images and improve their market position and competitiveness.Secondly,this study provides a new theoretical basis for calligraphy and painting enterprises to improve consumers’ value perception and customer trust based on the characteristics of market experts.Enterprise managers can stimulate consumers’ value perception of enterprise calligraphy and painting works by cooperating,cultivating and improving the relevant characteristics of market experts,increase customer trust in market experts,and then transform it into trust in enterprises and their calligraphy and painting works.Finally,this study also provides new theoretical guidance for calligraphy and painting enterprises to improve consumer purchase intention from the two aspects of consumers’ value perception and customer trust.The marketing department of these enterprises can improve consumers’ value perception of their works in many aspects through multi-channel communication,maintain and enhance consumer relations,and then improve consumer purchase intention.