文化艺术品消费者满意度影响因素分析--基于书画艺术品电商在线评论的实证分析  

Analysis on Influencing Factors of Consumer Satisfaction with Cultural and Artworks--Based on Empirical Analysis on Online Comments of E-Commerce Calligraphy and Painting Artwork

作　　者：杨佳佳[1] Yang Jiajia(Yun’nan Arts University,Kunming Yun’nan 650500)

机构地区：[1]云南艺术学院,云南昆明650500

出　　处：《山东纺织经济》2021年第9期16-22,共7页Shandong Textile Economy

基　　金：云南省教育厅科学研究基金项目一般项目(2019J0845)阶段性成果。

摘　　要：在线评论是消费者对商品购买消费后的直观评价,线上艺术品商家可通过消费者在线评价了解艺术品制作、销售推广等过程中存在的不足,并且从评论文本中可获取一部分消费需求,从而对提高消费者满意度进而促使消费者产生重复购买行为。本文基于淘宝平台书画艺术品商家的2555条有效在线评论,运用Logistic模型对影响书画艺术品消费者满意度的因素进行了实证分析。研究发现线上书画艺术品市场发展迅速,但消费者购买力不足;影响线上书画艺术品消费者满意度的因素主要包括四大类,分别是质量、价值、包装物流和服务,共9种因素。其中书画艺术品的内容质量、大师真迹对消费者满意度的影响最为显著。Online review is the consumer’s intuitive evaluation of the purchase and consumption of goods.Online art merchants can understand the shortcomings in the process of art production,sales promotion and so on through the consumers’online evaluation,and part of the consumers’demand can be obtained from the comment texts,so as to improve consumer satisfaction and promote consumers’repeat purchases.Based on 2555 valid online comments from art merchants on Taobao platform,this paper uses the Logistic Mode to analyze the factors affecting consumer satisfaction of calligraphy and painting artwork.The study found that the online art market is developing rapidly,but the purchasing capability of consumers is insufficient,and the factors affecting consumer satisfaction of online calligraphy and painting artwork mainly include four categories:quality,value,packaging logistics and services,totally 9 factors.Among them,the content quality of calligraphy and painting artworks,master's true works have the most significant impact on the consumers’satisfaction.

关 键 词：艺术电商 书画艺术品 消费者 满意度 

分 类 号：F713.55[经济管理—市场营销]