如何提升台灣銅雕藝術品收藏率之研究以消費者的觀點為例

Abstract

有鑑於二十世紀末台灣經濟起飛帶動了藝術市場蓬勃發展，台灣銅雕藝術家在國際拍賣市場屢創佳績，消費者收藏藝術品的風氣行之有年，藝術市場各種展覽每年都會在不同的地方展出，這麼多的銅雕藝術品該怎麼選購？消費者如何買到自己喜歡又有保障的藝術品？故本研究目的是探討台灣銅雕藝術品應如何提昇顧客收藏率，從消費者動機與需求，探討影響銅雕藝術品收藏、成交之因素；同時梳理藝術家作品題材與創作風格，是否可以得到消費者對價值（價格）的認同。本文採用深度訪談法，佐以文獻分析比對，試著釐清消費者購買銅雕之需求與動機、及對藝術創作者、畫廊經營者、銅雕藝術品市場之看法。研究結果從四個構面解析脈絡：(一)消費者購買因素與需求分析、(二)影響銅雕藝術品銷售因素分析、(三)消費者對藝術品價格與價值見解、(四)消費者對藝術家和畫廊的信任度。最後，本文提出相關畫廊經營者在行銷策略上之建議，希望透過本研究銅雕術品在藝術市場裡可以得到消費者更高的信任度、提昇產業價值！

According to the booming art market of Taiwan at the end of the 20th century, bronze artists from Taiwan have repeatedly achieved outstanding performance within the international auction market. However, prior research neglects the consumer behaviors and consumption factors in collecting art. What is the most critical consideration of purchasing artworks? How could consumers collect bronze with credible information and a high guarantee? Based on the research gap, the present paper aims to explore how to increase consumer collection rates of Taiwanese bronze art and clarify the factors of consumer motivations and needs. Besides, this research also develops consumer perception according to the artists’ subjects and styles.This article applies in-depth interviews and literature analysis. The results analyze the context from four dimensions: (1) analysis of consumer purchase factors and demand, (2) analysis of factors affecting the sales of bronze sculptures, (3) consumer insights on the price and value of artworks, (4) consumption trust in artists and galleries. Finally, this article proposes related suggestions on the marketing strategy of gallery operators to enhance the value of the Taiwan art industry!