TITLE:
The Impact of Customer Perceived Value of Contemporary Art Jewelry on Purchase Behavior: A Case of Beijing, China
AUTHORS:
Hongyu Chen, Manoch Prompanyo
KEYWORDS:
Contemporary Art Jewelry, Customer Perceived Value, Purchase Behavior, Beijing, China
JOURNAL NAME:
Modern Economy,
Vol.12 No.6,
June
24,
2021
ABSTRACT: Jewelry has a history of thousands of
years, but contemporary art jewelry has only a short history of 30 years. In
this short 30 years, Chinese art colleges have successively opened this major,
and the market of contemporary art jewelry is increasingly welcomed by people.
Jewelry market has changed from a traditional market to a fashion market that
reflects personal aesthetics (Di, 2008). People’s demand for jewelry is not
only the decorative effect, but also the jewelry reflecting its aesthetic
relationship. The future of contemporary art jewelry will gradually occupy a
share of the jewelry market. From the international jewelry market to the
Chinese jewelry market, the economic aggregate is changing, the consumption of
traditional jewelry is decreasing, and contemporary art jewelry is gradually
becoming the consumption object (Zheng, 2002). The purpose of this study is to
explore the impact of perceived value on consumers’ purchasing behavior, and
perceived value is the most direct factor affecting consumers’ purchasing
behavior. Perceived value mainly includes functional value, perceived cost and
image value. Purchase behavior mainly includes: purchase frequency, purchase
price, purchase amount. In this study, we obtained 400 questionnaires from
residents of Beijing, China, and analyzed the questionnaire results through
SPSS one-way ANOVA, weight analysis and basic analysis. Research results: The
perceived value has a significant influence on the consumption behavior of
contemporary art jewelry.