消費者對藝術衍生品購買意圖影響因素研究

Key Factors Shaping Consumer Purchase Intentions in the Art Derivative Products Market

本研究旨在探討消費者對藝術衍生品的感知利益、感知犧牲與感知價值之間的關聯性，並進一步分析其對購買意圖的影響。透過網路問卷調查，本研究共取得538份有效樣本，並針對感知利益的不同面向進行分析，包含美學價值、實用價值、情感共鳴及社交價值，同時，也將感知價格和稀缺性作為感知犧牲的關鍵變項進行討論。經由結構方程模型（SEM）分析，結果顯示情感共鳴與社交價值顯著提升消費者對藝術衍生品的感知價值，而感知價格與稀缺性同樣對感知價值產生正向影響。此外，感知價值對於消費者的購買意圖有顯著的正向影響。本研究強調了情感及社交因素在藝術衍生品市場中的重要性，並指出稀缺性與價格策略對於提升產品價值具有重要作用，這些發現為藝術衍生品的行銷策略提供了實務上的參考依據。

This study explores the relationships between consumers' perceived benefits, perceived sacrifices, and perceived value of art derivatives, as well as their impact on purchase intention. A survey of 538 valid responses analyzed key dimensions of perceived benefits (aesthetic, functional, emotional, and social value) and perceived sacrifices (price and scarcity). Structural equation modeling (SEM) showed that emotional and social value significantly enhance perceived value, while price and scarcity positively influence it. Perceived value, in turn, strongly affects purchase intention. These findings emphasize the role of emotional, social, and scarcity factors in shaping marketing strategies for art derivatives.