A Study On Consumer Purchase Intent Of Painting And Calligraphy Art On B2C Platform

In recent years,with the rapid penetration of e-commerce into the public,the scale of transactions and the size of users are constantly rising,and the development of art ecommerce has gradually followed suit,with B2 C related platforms as important positions.However,from the present point of view,due to the particularity of calligraphy and painting art as a commodity,the sales problems of painting and calligraphy art on the B2 C platform are frequent and urgent to break through.Traditional marketing strategies can not fully adapt to the emerging art network market.At the same time,there is a lack of academic research on the consumer’s purchase intentions in this area.This paper mainly studies the factors that affect the consumer’s purchase intentions of painting and calligraphy art on the B2 C platform,which has certain practical and theoretical significance.As the original model,this theory of literary behavior and consumer value theory use functional value,novel value,emotional value,economic value,and situational value as independent variables,consumer attitudes as intermediary variables,and B2 C platform calligraphy and painting art consumer purchase intentions as the result variables.At the same time,the subjective norm is introduced as the model of regulating variables.Set questions for each variable to form a questionnaire,recover 430 valid questionnaires,use software SPSS 22.0 and AMOS 22.0 to carry out descriptive statistical analysis,reliability validity analysis,correlation analysis,regression analysis,etc.to explore B2 C platform calligraphy and painting The factors that affect the consumer’s willingness to purchase art products.The data show that:(1)Functional value,novel value,emotional value,economic value,and situational value have significant positive effects on consumers ’attitudes.Functional value,novel value,emotional value,economic value and situational value have significant positive effects on consumers ’purchase intentions.(2)Consumer attitudes are affecting the willingness to buy.