The effect of consumer perceived value on personal use digital arts

This objective of this independent research is to explore the impact of different factors of consumer perceived value on customers’ purchase intention of personal use digital arts. Due to different existing way of digital painting monetization, this research will focus on digital painting monetization in form of artist commission only. This research divide into different factors as follow, Quality Value, Social Value, Price Value, Innovation Value, and Self-Presentation Value. The Quality Value of the artwork refers to how consumer perceive the product and service in general, in digital art context refers to the quality of finished artwork, what customer will receive from commissioning artist’s service. Social Value is how the product or service can help the customer socially in term of being socially accepted, being looked up by their peers, and feel socially accepted. Price Value is how the customer feel the value of artwork exceed the actual price paid for the artwork in the perspective of the customer. Innovation Value refers to how much the customer value the creativity being utilize into the artwork, how the work is creative and innovative in customer perception. Self-presentation Value is how valuable the artwork is in term of how it can be used to represent how the consumer would like to build their own social identity. This research will be exploring which of these factors affects customer purchase intention in the context of digital artwork.