艺术营销视角下儿童“局外人艺术”画作的消费意愿研究——基于审美感知的中介效应

A Study of Children's Willingness to Consume Children‘s"Outsider Art"Painting From Perspective of Art Marketing:The Mediating Effect Based on Aesthetic Perception

精神障碍类(如自闭症等)儿童被称为“星星的孩子”。他们常借助绘画等艺术方式表达自我,与社会交流。由于该群体绘画作品独特的原真性和强烈的情感表现,他们的绘画作品被归为“局外人艺术”。“局外人艺术”的营销往往强调局外人艺术家的特殊性,试图获取消费者的同情。然而这忽视了消费者个体的美感经验,也忽视了消费者对艺术的审美感知,反而会降低消费者的消费意愿。本文研究艺术营销不同的情境线索下,消费者对儿童“局外人艺术”消费意愿的作用机理和影响因素,强调审美感知对美感经验和消费意愿的中介效应。这有助于“星星的孩子”进一步得到社会认可和支持,也有助于儿童“局外人艺术”在艺术营销中采取适宜的策略。

Children with mental disorders(e.g.,autism)are called"star children".They often use paintings and other artistic methods to express themselves and communicate with society.Their paintings are categorized as"outsider art"because of their unique originality and strong emotional expression.The marketing of"Outsider Art"tends to emphasize the special characteristics of the outsider artists and tries to gain consumers'sympathy.However,this ignores consumers'individual aesthetic experience and their aesthetic perception of art,which in turn reduces their willingness to buy.In this paper,we study the mechanism and factors influencing consumers'willingness to consume children's"outsider art"under different contextual cues of art marketing,emphasizing the mediating effect of aesthetic perception on aesthetic experience and willingness to consume.This will help"Star Children"to be further recognized and supported by society,and also help children's"outsider art"to adopt appropriate strategies in art marketing.