Өнер нарығындағы құндылыққа бағытталған тұтынушы мінез-құлқы: мінез-құлық экономикалық көзқарас

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.

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