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

摘要/Abstract

摘要：

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。

关键词: 儿童“局外人艺术”, 艺术营销, 审美感知, 消费意愿

Abstract:

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.

Key words: children's "outsider art", art marketing, aesthetic perception, willingness to consume

秦浦红, 邵家瑜, 李昆. 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[J]. 上海视觉, 2023, 0(2): 54-62.

QIN Puhong, SHAO Jiayu, LI Kun. 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[J]. SHANGHAI VISION, 2023, 0(2): 54-62.

图/表 7

表1

访谈记录的三个层级编码表（节选）"

访谈文本	初始层A	核心层B	概念层C
S1当这些孩子们长大后的生存状态就很困窘。……十岁以上基本上没有可能进入普通学校，……他们的未来堪忧 S5到底会有多少人愿意买这些画或者工艺品，又能出多少钱呢?……这些孩子能画出来非常有艺术价值作品的，真是凤毛麟角……更别提艺术价值了 S6我个人觉得卖的效果并不理想，……。任何人都是不能只靠慈善活着的，善心多数都是人们偶尔为之的行为 S11也买过特殊孩子的绘画产品（袜子） S15会，多次购买了，也深知圈内家长和孩子们的不容易，障碍类儿童……能保持家庭完整……坚持干预的家庭都十分不容易…… S17不得不承认，圈内有一些孩子的确有美术天赋，他们对美的感受和表现让人敬畏……虽然是少之又少…… S29我也是谱系类，学画画的。说实话，我觉得如果是我欣赏的作品我可能会买，但是纯为了慈善买作品我不会 S34真的想做慈善就直接捐钱了。……不是所有特殊孩子都擅长和适合画画…… S55不会买，不是真正的作品……（我知道是慈善哈，就是不舒服） S59强调自闭症孩子对他们的父母是一种伤害，他们好希望自己的孩子是普通人……好歹不会有那种过度消费大家同情心 ……	A1：生存状态困窘 A2：生活不能独立 A3：生活规划缺乏 A13：艺术价值不高 A16：接触和购买史 A19：有购买意愿 A22：生活不易 A23：有艺术天赋少 A30：慈善心态购买不认同 A21：个人非常欣赏 A39：没有购买意愿 A40：不要消费慈善的概念	B1:生活艰难 B2:难以融入社会 B4:独特艺术天赋 B5:艺术作品价值高或不高 B7:接触和购买史 B8:是否有购买意愿 B11:需要社会支持 B13:个人审美有关 B16:艺术价值高于一切 B18:消费慈善不可取	审美经验生活状况艺术天赋消费意愿市场认可艺术价值理解支持

表1

表2

图1

表3

图2

表4

表5

参考文献 25

[1]	Cardinal R. Outsider Art and the autistic creator[J]. The Royal Society,Philosophical Transactions Biological Sciences, 2009, 364(1522):1459-1466. doi: 10.1098/rstb.2008.0325
[2]	Pierre Bourdieu. Critical Perspectives[M]. Chicago: University of Chicago Press, 1993.
[3]	Ardery J. S. ‘Loser wins’: Outsider art and the salvaging of disinterestedness[J]. Elsevier Science. 1997, 24(5) :329-346.
[4]	Bowler, D.M. & N.J. Matthews & J.M. Gardiner.Asperger's syndrome and memory: Similarity to autism but not amnesia[J]. Neuropsychologia, 1997, 35(1):65-70. pmid: 8981378
[5]	M. Tromble & J. Tuner. Striding out on their own: Folk art and Northern California[J]. artists. Clarion, 1988:41-56
[6]	Funch B. S. The Psychology of Art Appreciation[M]. Museum Tusculanum Press, 1997.
[7]	朱光潜. 文艺心理学[M]. 上海: 复旦大学出版社, 2005.
[8]	Walton, Kendall. L. Aesthetic Properties: Context Dependent and Perceptual[J]. The Journal of Aesthetics and Art Criticism, 2020, 78(1):79-84. doi: 10.1111/jaac.v78.1
[9]	马丁·泽尔,杨震译. 显现美学[M]. 北京: 中国社会科学出版社, 2016.
[10]	Nilson T.H. Value-Added Marketing: Marketing Management for Superior Results[M]. UK: McGraw Hill: Berkshire, 1992.
[11]	Holbrook M.B. Communications and customer value, presented at the Institute for Marketing Communications and Strategy, sponsored by the American Marketing Association and Graduate School of Business Administration[J]. Baruch College, 1995(11):30-42.
[12]	郭岸卿. 艺术设计开启新营销时代[J]. 艺术与设计:理论版, 2011(1):24-26.
[13]	王子琪. 艺术营销:概念的生成与范畴的扩展[J]. 艺术管理, 2021(9):5-11.
[14]	加弗朗索瓦·科尔伯特著.高福进译. 文化产业营销与管理[M]. 上海: 上海人民出版社, 2002.
[15]	Glaser B. G & Strauss A. L. The discovery of grounded theory: strategies for qualitative research[M]. New York: Routledge, 2017.
[16]	Dunne C. The place of the literature review in grounded theory research[J]. International journal of social research methodology, 2011, 14(2):111-124. doi: 10.1080/13645579.2010.494930
[17]	Maquet J. Introduction to aesthetic anthropology[M]. Undena. Publications: Malibu, 1979.
[18]	Dodds W.B. & Monroe K.B. & Grewal D. The Effects of Price, Brand, and Store Information on Buyers' Product Evaluations[J]. Journal of Marketing Research, 1991, 28(3): 307-319.
[19]	Leder, H. &G. Gernot & D.Brieber & S. Norbert. Eevaluation in art appreciation Taylor and Francis Group[J]. Informa UK Limited, 2014, 28(6):117-126.
[20]	Damlé A. & L'Hostis A. (Eds.). The Beautiful and the Monstrous[J], Essays in French Literature, 2010(87):23-37.
[21]	Faul F., Erdfelder E., Buchner A., & Lang A.-G. Statistical Power Analyses Using G* Power 3.1: Tests for Correlation and Regression Analyses[J]. Behavior Research Methods, 2009 (41): 1149-1160.
[22]	Podsakoff P. M., Mackenzie S. B., Jeong-Yeon L., Podsakoff N. P. Common method biases in behavioral research: A critical review of the literature and recommended remedies[J]. Journal of Applied Psychology, 2003, 88(5): 879-903 doi: 10.1037/0021-9010.88.5.879 pmid: 14516251
[23]	汤丹丹, 温忠麟. 共同方法偏差检验:问题与建议[J]. 心理科学, 2020, 43(01):215-223.
[24]	Andreas Gartus and Helmut Leder. Predicting perceived visual complexity of abstract patterns using computational measures: The influence of mirror symmetry on complexity perception[J]. PloS one, 2017, 12(11)
[25]	Odin Steve. Artistic Detachment in Japan and the West: Psychic Distance in Comparative Aesthetics[M]. Honolulu: University of Hawaii Press, 2001.

维度		题项数	因子载荷	Conbach’s α	KMO	CR	AVE	AVE平方根
美感经验		4	0.843	0.714	0.712	0.945	0.742	0.862
消费意愿		4	0.884	0.775	0.689	0.937	0.749	0.865
审美感知	喜爱程度	5	0.912	0.681	0.747	0.919	0.741	0.861
	审美评价	5	0.903	0.696	0.770	0.879	0.710	0.843
	艺术兴趣	5	0.881	0.649	0.739	0.792	0.657	0.811
	情感效价	5	0.734	0.580	0.666	0.539	0.539	0.734

变量	M	SD	1	2	3	4	5	6
1美感经验	3.56	1.27	1	0.426**	0.442**	0.388**	0.474**	0.378**
2消费意愿	5.29	0.93	0.461**	1	0.433**	0.445**	0.505**	0.300**
3喜爱程度	5.03	0.84	0.481**	0.402**	1	0.838**	0.844**	0.603**
4审美评价	4.99	0.89	0.419**	0.416**	0.840**	1	0.836**	0.502**
5艺术兴趣	4.84	0.92	0.495**	0.487**	0.837**	0.837**	1	0.557**
6情绪效价	4.48	0.89	0.426**	0.287**	0.629**	0.532**	0.585**	1

Y：消费意愿	方程1：消费意愿			方程2：审美感知			方程3：消费意愿
Y：消费意愿	b	SE	t	b	SE	t	b	SE	t
美感经验	0.32	0.06	5.03***	0.46	0.06	8.18***	0.47	0.06	7.96***
审美感知	0.32	0.07	4.81***
R2	0.29			0.23			0.28
F	46.34***			66.83***			63.36***

预测变量	效应值	95%CI
预测变量	效应值	低	高
喜爱程度	0.11***	0.05	0.18
审美评价	0.12***	0.05	0.16
艺术兴趣	0.16***	0.09	0.23
情绪效价	0.15	-0.01	0.10