MODEL CONFIRMATION FOR ART COLLECTING BEHAVIOR: EXAMINING APPLICATION OF THEORY OF PLANNED BEHAVIOR
Publication Date : 01/09/2019
The purpose of this study is to explore and identify the determinants of purchase intention and purchase behavior of art consumers in Malaysia context. The case study was used to analyse data from three open-ended interviewed with two art collectors and one art auctioneer. The research shows that in descending order, consumer experience, attitude, the subjective norm, trust, perceived behavioral control and social media are the key determinants of purchase intention while unexpected circumstances, living circumstances, and price are moderated of the purchase intention and purchase behavior.
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