Hirschman(1983) 認為藝術品與一般性商品的差異在於藝術品具有較多的抽象性、主觀經驗、非功能性、獨特性和整體性，其中「獨特性」則是藝術品的一項重要價值所在，亦與行銷理念中的「差異性」有異曲同工之妙，因此藝術品的行銷通路應會有別於一般性商品。而本研究的目的在探討藝術畫作在不同的行銷通路－傳統的畫廊專門店與近年興起的現代綜合性商店，消費者的接受程度為何？並進一步探討是否對消費者的行為有顯著的影響？而本論文是以「涉入程度」、「信賴度」、「購買意願」、「再度購買意願」作研究探討之假設構面。

本論文的研究結果為：
1、偏好在畫廊專門店購買畫作的消費者，其對畫作的涉入程度會比在綜合性商店購買畫作的消費者高。
2、偏好在畫廊專門店購買畫作的消費者，其對畫廊專賣店所出售畫作的信賴度會比偏好在綜合性商店購買畫作的消費者高。
3、偏好在畫廊專門店購買畫作的消費者，其購買意願會比偏好在綜合性商店購買畫作的消費者高。
4、偏好在畫廊專門店購買畫作的消費者，其再度購買意願會比偏好在綜合性商店購買畫作的消費者高。

而本論文的研究結論發現，在現代綜合性商店展售藝術畫作，是可以被消費者接受的，因此建議藝術畫作之經營者應開拓多方位的新通路型態來提升銷售成果。此外，更提供給相關藝術產業的經營者另一種多元的行銷思维，即依據消費者的特性訂定不同的行銷策略，不僅能深耕掌握不同族群的客戶資源，更可創造出整個藝術產業最大的銷售經濟規模。

Hirschman (1983) is of the view that the difference between works of art and general commercial products is the abstraction-oriented, subjective experience, non-functionality, uniqueness and integration in works of art.  Especially, the “uniqueness” is one of the most important value in art work, which is similar to the concept of “differentiation” in marketing so that the marketing channel of works of art should be different from those of general commercial products. The purpose of this study is to examine the degree of acceptance for the consumers on works of art under different marketing channels between traditional gallery and modern complex store arising in recent years.  In addition, this study will investigate further if there is any obvious effect on consumer’s behaviors. This study uses the degree of involvement, reliability, purchase intention, re-purchase intention as its hypothetical criteria of research.

The conclusions of this study are listed below:
1.The degree of involvement in art works for consumers who purchase the paintings at galleries is higher than those who purchase them at modern complex stores.
2.The reliability on paintings sold in galleries is higher than that on those paintings sold in modern complex stores for consumers who prefer to purchase paintings in galleries. 
3.The purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.
4.The re-purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.

We eventually found in this study that to display and sell the works of art at modern complex stores is acceptable for consumers. We may hereby recommend that the managers of works of art may explore other new and diversified channels to increase sales revenues. Furthermore, to provide kinds of diversified marketing ideas for related management of works of art, that is, to setup different marketing strategies in accordance with the characteristics of different consumers. By doing this, it will not only deeply seize the customers resources of different groups, but also create the optimal sales economic scales for the whole art industry.

目錄
致謝辭 Ⅰ
中文摘要 Ⅲ
英文摘要 Ⅳ
表目錄 Ⅷ
圖目錄 Ⅸ
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第二章 文獻探討 8
第一節 藝術產品與行銷工作 8
第二節 產品差異化行銷 10
第三節 高涉入產品行銷 15
第四節 傳統、現代綜合性行銷通路 19
第五節 信賴度 25
第六節 消費者購買意願 28
第七節 再度購買意願 32
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 變數之操作性定義與衡量 37
第四節 問卷設計與預試 42
第五節 樣本結構 44
第四章 資料分析與研究結果 46
第一節 涉入程度之分析 47
第二節 信賴度之分析 49
第三節 購買意願之分析 51
第四節 再度購買意願之分析 53
第五章 結論與建議 55
第一節 研究結論 55
第二節 畫作藝術品經營上建議 61
第三節 研究限制論 65
第四節 後續研究建議 66
參考文獻 68
附錄一 前測問卷 76
附錄二 正式問卷 80

表目錄
表3-1 受訪者對產品通路偏好分配表 39
表3-2 受訪者選擇購買藝術畫作之通路分配表 45
表4-1 通路偏好對涉入程度之影響 48
表4-2 通路偏好分組對涉入程度之比較 48
表4-3 通路偏好分組對涉入程度之比較 48
表4-4 通路偏好對信賴度之影響 50
表4-5 通路偏好分組對信賴度之比較 50
表4-6 通路偏好分組對信賴度之比較 50
表4-7 通路偏好對購買意願之影響 52
表4-8 通路偏好分組對購買意願之比較 52
表4-9 通路偏好分組對購買意願之比較 52
表4-10 通路偏好對再度購買意願之影響 54
表4-11 通路偏好分組對再度購買意願之比較 54
表4-12 通路偏好分組對再度購買意願之比較 54
表5-1 研究結果彙整 55
圖目錄
圖3-1 研究架構 35

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