TITLE:
Factors Affecting the Consumption of Contemporary Art Jewelry in Beijing China
AUTHORS:
Hongyu Chen, Manoch Prompanyo
KEYWORDS:
Contemporary Art Jewelry, Consumption, Beijing, China
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.11 No.6,
June
23,
2021
ABSTRACT: In the 40 years of China’s reform and opening up, the jewelry market has changed from a traditional market to a fashion market that reflects individual aesthetics. People’s demand for jewelry is not only a decorative effect, but also a jewel to reflect their aesthetic relationship. The future of contemporary art jewelry will gradually occupy its share in the jewelry market. From the international jewelry market to the Chinese jewelry market, the economic volume is changing, the consumption of traditional jewelry is decreasing, and contemporary art jewelry is gradually becoming the object of consumption. The purpose of this study is to explore the factors that influence the consumption of contemporary art jewelry, which is equivalent to doing a good job in premarket research for the development of marketing strategy research. This study studies the factors influencing the consumption of contemporary art jewelry through quantitative research methods. The main variables are products, consumers, and advertising. In this study, 423 questionnaires were obtained from the citizens of Beijing, China, and the results were analyzed by SPSS one-way analysis of variance, weight analysis, and fundamental analysis. The research results show that consumers, products, and advertising have a relatively important impact on contemporary art jewelry consumption.