미술품 시장의 신뢰성과 미술품 구매의도와의 관계 연구

A Study on the Relationship between the Trust in the Art Market and the Intention to Purchase Artwork

This study aimed to grasp the relationship between trust and purchase intention of art works. For this, the study targeted existing collectors who have artwork purchasing experience and currently have artworks in possession, potential collectors who do not have any artwork in possession but showed the intention to purchase it in the future, employees at museums and art galleries, workers related to selling artworks, and students and graduates related to the art market. A total of 260 questionnaire surveys were used in the statistical analysis. Regression analysis was conducted as the statistical method to derive survey results with the following results. Reliability proved to have a positive influence on artwork purchase intention of artwork consumers. In detail, reliability toward artworks and reliability toward the art market the two factors of reliability had a positive influence on comprehensive artwork purchase intention. Particularly, the reliability factor toward artworks had the greatest influence. Moreover, reliability toward artworks and reliability toward the art market had a positive influence on purchase intention and will of others to recommend. However, reliability toward artworks had a strong influence on purchase intention and reliability toward the art market., strongly influencing the art market.