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Abstract
Jewelry has a history of thousands of years, but contemporary art jewelry has only a short history of 30 years. In this short 30 years, Chinese art colleges have successively opened this major, and the market of contemporary art jewelry is increasingly welcomed by people. Jewelry market has changed from a traditional market to a fashion market that reflects personal aesthetics (Di, 2008). People’s demand for jewelry is not only the decorative effect, but also the jewelry reflecting its aesthetic relationship. The future of contemporary art jewelry will gradually occupy a share of the jewelry market. From the international jewelry market to the Chinese jewelry market, the economic aggregate is changing, the consumption of traditional jewelry is decreasing, and contemporary art jewelry is gradually becoming the consumption object (Zheng, 2002). The purpose of this study is to explore the impact of perceived value on consumers’ purchasing behavior, and perceived value is the most direct factor affecting consumers’ purchasing behavior. Perceived value mainly includes functional value, perceived cost and image value. Purchase behavior mainly includes: purchase frequency, purchase price, purchase amount. In this study, we obtained 400 questionnaires from residents of Beijing, China, and analyzed the questionnaire results through SPSS one-way ANOVA, weight analysis and basic analysis. Research results: The perceived value has a significant influence on the consumption behavior of contemporary art jewelry.
Highlights
In the 1950s and 1970s, due to the influence of the extreme left political ideological line and the constraints of people’s living standards, China’s jewelry industry was almost in a stagnation phase
This paper studies the influence of the perceived value of contemporary art jewelry consumers on purchasing behaviors
Validated quantitative instruments have been used to explore these areas and, with suitable precautions, it was deemed appropriate to extend them to the Factors influencing the consumption of Chinese contemporary art jewelry in Beijing China
Summary
In the 1950s and 1970s, due to the influence of the extreme left political ideological line and the constraints of people’s living standards, China’s jewelry industry was almost in a stagnation phase. A handful of handicraft processing factories were engaged in jewelry processing, and jewelry was mainly used in foreign trade and international exchanges (Zhu, 2012). It was not until the 1980s that jewelry returned to the market and entered the homes of ordinary people. According to data released by the China Jewellery and Jade Jewelry Industry Association, as of 2011, the total sales of China’s jewelry industry was 380 billion yuan, an increase of 52% year-on-year, and the average annual compound growth rate over the past ten years reached 28% Leading other markets such as Europe, America and Japan (Zheng, 2002)
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