References

esp

Economy: strategy and practice

1997-99672663-550X

Институт экономики

10.51176/1997-9967-2026-2-55-69

esp-2050

Research Article

МЕНЕДЖМЕНТ И МАРКЕТИНГ

MANAGEMENT AND MARKETING

Ценностно-ориентированное потребительское поведение на арт-рынке: поведенческо-экономический подход

Value-Driven Consumer Behavior in the Art Retail Market: A Behavioral Economics Approach

Янг

Х.

Yang

Янг Х. – PhD докторант

Суджон-гу, Соннамси, Кенгидо

Heejoo Yang – PhD student

Jeju-si

yeesim77@gmail.com

Парк

С.

Park

Парк С. – PhD, ассоциированный профессор

Суджон-гу, Соннамси, Кенгидо

Seolwoo Park – PhD, Associate Professor

Jeju-si

swpark@jejunu.ac.kr

Университет ЮлджиЮжная КореяJeju National UniversityKorea, Republic of

2026

18072026

2125569

2026

Янг Х., Парк С.

Yang H., Park S.

Данная работа распространяется под лицензией Creative Commons Attribution 4.0.

This work is licensed under a Creative Commons Attribution 4.0 License.

https://esp.ieconom.kz/jour/article/view/2050

В условиях трансформации потребительского поведения и роста значимости нематериальных ценностей исследование факторов, определяющих рекомендательное поведение на рынке искусства, приобретает особую актуальность. Целью данного исследования является выявление влияния ценностей потребления на рекомендательное поведение потребителей на арт-рынке с учётом медиирующей роли гедонического и эвдемонического счастья. Онлайн-опрос был проведён среди 342 респондентов поколения MZ. Были измерены пять типов ценностей потребления (функциональная, эмоциональная, социальная, эпистемическая и этическая), а также два вида счастья и рекомендательное поведение (далее WOM). Для проверки выдвинутых гипотез и оценки медиирующих эффектов применялись методы структурного моделирования и бутстрэппинга. Результаты анализа показывают, что социальная (β = 0.284; p <0.001), эпистемическая (β = 0.205; p <0.001) и этическая (β = 0.229; p <0.001) ценности оказывают значимое влияние на эвдемоническое счастье, тогда как эмоциональная (β = 0.240; p <0.001) и социальная (β = 0.289; p <0.001) ценности значимо влияют на гедоническое счастье. В исследовании выявлены двойственные гедонические и эвдемонические механизмы, посредством которых ценности потребления формируют рекомендательное поведение в контексте розничной торговли на арт-рынке. Полученные результаты подтверждают, что потребительское благополучие является ключевым поведенческим механизмом трансформации ценностей потребления в рекомендательное поведение, что имеет важное значение для разработки стратегий развития арт-рынка и повышения эффективности маркетинговых коммуникаций.

In the context of the transformation of consumer behavior and the growing importance of intangible assets, the study of factors determining recommendation behavior in the art market is becoming particularly relevant. The purpose of this study is to identify the influence of consumer values on the recommendation behavior of consumers in the art market, taking into account the mediating role of hedonic and eudaimonic happiness. An online survey was conducted with 342 MZ generation respondents. Five consumption values (functional, emotional, social, epistemic, and ethical) were measured along with two types of happiness and word-of-mouth (hereinafter WOM). Structural equation modeling and bootstrapping were used to test the hypothesized relationships and mediating effects. The analysis results show that social (β = 0.284; p < 0.001), epistemic (β = 0.205; p < 0.001) and ethical (β = 0.229; p < 0.001) values have a significant impact on eudaimonic happiness, while emotional (β = 0.240; p < 0.001) and social (β = 0.289; p < 0.001) values significantly affect hedonic happiness. The study identifies dual hedonic and eudaimonic pathways through which consumption values shape WOM in the arts retail context. The results obtained confirm that consumer happiness is a key behavioral mechanism for the transformation of consumer values into recommendatory behavior, which is important for developing strategies for the development of the art market and improving the effectiveness of marketing communications.

рынокрозничный рынокрозничное потребительское поведениеповеденческая экономикапотребительпотребительское благополучиемаркетинговая стратегиякреативная экономика

MarketRetail MarketRetail BehaviorBehavioral EconomicsConsumerConsumer HappinessMarketing StrategyCreative Economy

исследование выполнено при поддержке гранта на образовательную, научную и студенческую деятельность, предоставленного Национальным университетом Чеджу в 2025 г.

the study was supported by the 2025 education, research and student guidance grant funded by Jeju National University.

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The authors declare that there are no conflicts of interest present.