To read this content please select one of the options below:

The invigorating influence of relationship marketing on purchase intention in fine arts sector

Massoud Moslehpour (Business Administration, Asia University, Taichung, Taiwan) (Management, California State University San Bernardino, San Bernardino, California, USA)
Chanho Song (Marketing, California State University San Bernardino, San Bernardino, California, USA)
Anh Tung Tran (Business Administration, University of Economics and Finance, Ho Chi Minh City, Vietnam)
Wing-Keung Wong (Finance, Asia University, Taichung, Taiwan)
Ochirt Enkhtaivan (Morning Star Land LLC, Ulaanbaatar, Mongolia)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 6 December 2021

Issue publication date: 22 November 2022

575

Abstract

Purpose

This study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art enthusiasts' intention to purchase and their satisfaction with the artist.

Design/methodology/approach

The proposed model was tested through the “structural equation modeling” technique to explain how and to what extent each variable affected purchase intention and satisfaction. Using a paper-based and online survey method to gather data, the authors analyzed 303 responses from art students, art collectors and art dealers in Mongolia. Eight hypotheses, including two mediating hypotheses, were developed and tested.

Findings

The results indicated that relationship investment and communication significantly influence trust, satisfaction and purchase intention, while trust significantly influences satisfaction and purchase intention. The study also assessed the vital role of trust as a mediator.

Practical implications

The study's results provide insights that may help artists, art collectors and art dealers promote and improve the sales of their art products. The interactions demonstrated between the construct reveal essential implications for art marketers interested in relationship marketing strategies.

Originality/value

This study is the first to explore the application of relationship marketing in the fine arts industry.

Keywords

Acknowledgements

The authors are most grateful for unrelenting helpful comments and suggestions of the editor and the reviewers. The first author would like to acknowledge the continued support from Asia University and California State University San Bernardino.

Funding: There are no conflicts of interest or funding to declare.

Citation

Moslehpour, M., Song, C., Tran, A.T., Wong, W.-K. and Enkhtaivan, O. (2022), "The invigorating influence of relationship marketing on purchase intention in fine arts sector", Asia-Pacific Journal of Business Administration, Vol. 14 No. 4, pp. 573-591. https://doi.org/10.1108/APJBA-03-2021-0128

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles