PERSONALITY, MOTIVATION, AND BEHAVIORAL INTENTIONS IN THE EXPERIENTIAL CONSUMPTION OF ARTWORKS

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/26938

Title:	PERSONALITY, MOTIVATION, AND BEHAVIORAL INTENTIONS IN THE EXPERIENTIAL CONSUMPTION OF ARTWORKS
Authors:	Tao, SP (Tao, Sheng-Ping)
Contributors:	Dept Advertising
Keywords:	arts marketing experiential consumption personality motivation behavioral intentions
Date:	2013
Issue Date:	2014-03-03 11:57:35 (UTC+8)
Abstract:	The purpose in this study was to examine the relationships between personality, motivation, experience, and behavioral intentions in an artwork consumption setting. A survey of 383 consumers of Franz artworks was conducted using surveys developed through an interview. The results showed that personality directly and significantly influenced motivation and behavioral intentions, but it did not affect experience. Moreover, motivation directly and significantly affected experience, but it did not significantly drive the behavioral intentions. The findings revealed that the personality of arts consumers explains a substantial proportion of total variance in behavioral intentions, given that personality has not only a direct effect, but also an indirect effect via motivation and, in turn, experience. Both motivation and experience play crucial mediator roles for personality.
Relation:	SOCIAL BEHAVIOR AND PERSONALITY Volume: 41 Issue: 9 Pages: 1533-1546
Appears in Collections:	[Department of Advertising ] journal articles

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