如何提升潑墨畫的收藏意願-以消費者的角度做研究

Abstract

本研究從消費者的角度與觀點出發，深入探討影響潑墨畫收藏意願的主要動機，並進一步提出具體可行的策略，以提升潑墨畫在當代藝術市場中的收藏價值與能見度。本研究運用質性研究方法，結合文獻回顧與半結構式深度訪談，探討影響潑墨畫收藏意願的關鍵動機與心理因素。研究架構以馬斯洛需求層次理論為基礎，涵蓋五大層級，生理、安全、歸屬與愛、尊重與自我實現。訪談對象為三類具代表性的潛在與實際收藏者：有買過潑墨畫的，可能買但還沒買的，收藏別種藝術品但不收藏潑墨畫的，總計15位來自不同年齡與職業背景的受訪者。研究發現，促成潑墨畫收藏的關鍵因素包括：對作品藝術價值的認同、情感共鳴、畫作的投資潛力、空間裝潢美感搭配需求，以及品味與文化素養的展現。本研究依據訪談內容進一步分析消費動機與收藏意願並提出對應建議：1. 藝術家應強化個人創作技巧的獨特性，品牌與創作故事性，提升情感連結力。2. 善用展覽、國際參賽、社群媒體與異業跨界合作拓展市場能見度。3. 畫廊與平台應扮演專業橋樑，提升信任與資訊透明度，促進市場流通。本研究期望為藝術家，收藏家、畫廊經營者，藝術文化推廣者，為藝術行銷與品牌策略提供具體參考，進而推動潑墨畫在當代藝術市場的永續發展。This study explores the primary motivations behind the willingness to collect splash ink paintings from the perspective of consumers, and further proposes concrete and feasible strategies toenhance the value and visibility of splash ink paintings in the contemporary art market.Using qualitative research methods, the study combines literature review and semi-structured in-depth interviews to investigate the key motivations and psychological factors influencing the intention to collect splash ink paintings. The research framework is based on Maslow’s Hierarchy of Needs, covering the five levels：physiological, safety, love and belonging, esteem, and self-actualization.Interviewees include three representative types of potential and actual collectors：those who have purchased splash ink paintings, those who might consider purchasing but have not yet done so, and those who collect other types of art but not splash ink paintings. A total of 15 respondents from diverse age groups and professional backgrounds were interviewed.The study finds that the key factors driving the collection of splash ink paintings include：recognition of the artwork’s artistic value, emotional resonance, investment potential of the artwork, aesthetic needs for interior decoration, and the expression of taste and cultural literacy.Based on interview insights, the study analyzes consumer motivations and willingness to collect, and proposes the following suggestions：(1) Artists should strengthen the uniqueness of their creative techniques, branding, and storytelling to enhance emotional connection. (2) Leverage exhibitions, international competitions, social media, and cross-industry collaborations to increase market visibility. (3) Galleries and platforms should act as professional intermediaries to build trust and improve transparency, thereby promoting market circulation.This study aims to provide practical references for artists, collectors, gallery operators, and art promoters in developing marketing and branding strategies, ultimately contributing to the sustainable development of splash ink painting in the contemporary art market.