而本論文的研究結論發現，在現代綜合性商店展售藝術畫作，是可以被消費者接受的，因此建議藝術畫作之經營者應開拓多方位的新通路型態來提升銷售成果。此外，更提供給相關藝術產業的經營者另一種多元的行銷思维，即依據消費者的特性訂定不同的行銷策略，不僅能深耕掌握不同族群的客戶資源，更可創造出整個藝術產業最大的銷售經濟規模。 Hirschman (1983) is of the view that the difference between works of art and general commercial products is the abstraction-oriented, subjective experience, non-functionality, uniqueness and integration in works of art. Especially, the “uniqueness” is one of the most important value in art work, which is similar to the concept of “differentiation” in marketing so that the marketing channel of works of art should be different from those of general commercial products. The purpose of this study is to examine the degree of acceptance for the consumers on works of art under different marketing channels between traditional gallery and modern complex store arising in recent years. In addition, this study will investigate further if there is any obvious effect on consumer’s behaviors. This study uses the degree of involvement, reliability, purchase intention, re-purchase intention as its hypothetical criteria of research.
The conclusions of this study are listed below: 1.The degree of involvement in art works for consumers who purchase the paintings at galleries is higher than those who purchase them at modern complex stores. 2.The reliability on paintings sold in galleries is higher than that on those paintings sold in modern complex stores for consumers who prefer to purchase paintings in galleries. 3.The purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores. 4.The re-purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.
We eventually found in this study that to display and sell the works of art at modern complex stores is acceptable for consumers. We may hereby recommend that the managers of works of art may explore other new and diversified channels to increase sales revenues. Furthermore, to provide kinds of diversified marketing ideas for related management of works of art, that is, to setup different marketing strategies in accordance with the characteristics of different consumers. By doing this, it will not only deeply seize the customers resources of different groups, but also create the optimal sales economic scales for the whole art industry.
