畫廊參觀者參觀動機與購買意願之關係研究

近年來，隨著社群媒體的普及，有越來越多人透過社群媒體來接觸藝術領域，藝術博覽會也越來越興盛。不過在大畫廊壟斷藝術市場之下，中小畫廊面臨生存危機，本研究以調查畫廊參觀者購買意願為目的，以參觀者為核心，探討前往畫廊的民眾之動機與購買意願，並採行問卷調查法，以參觀者為調查對象，針對參觀動機與購買意願進行調查，我們本次研究將透過分析畫廊參觀者，歸納出各個參觀者種類與購買意願之間的關聯，分析結果並回饋於畫廊日後行銷之參考途徑。

關鍵字

畫廊；藝術市場；參觀動機；購買意願

並列摘要

In recent years, with the popularity of social media, more and more people come into contact with the art field through social media, and art fairs are becoming more and more prosperous. However, under the monopolization of the art market by large galleries, small and medium-sized galleries are facing a crisis of survival. This research aims to investigate the purchasing intentions of gallery visitors. Focusing on visitors, it explores the motivations and purchasing intentions of the people who go to galleries, and adopts questionnaire surveys This method takes visitors as the survey object and conducts investigations on visiting motivation and purchase intention. Our research will summarize the relationship between various types of visitors and purchase intention through the analysis of gallery visitors, analyze the results and give feedback to the gallery in the future. Reference channel for marketing.

並列關鍵字

gallery ； art market ； motivation to visit ； purchase intention

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