A Study of Investigating and Revitalizing the Japanese Art Market

2017 Fiscal Year Final Research Report

• Project/Area Number: 16H07228
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Single-year Grants
• Research Field: Commerce
• Research Institution: Tokyo University of Science
• Principal Investigator: ONISHI Hiroshi 東京理科大学, 経営学部経営学科, 准教授 (10778202)
• Research Collaborator: WASANO Yuki
• Project Period (FY): 2016-08-26 – 2018-03-31
• Keywords: アート・マーケティング / アート・コレクター / アート・フェスティバル / 購買モチベーション

Outline of Final Research Achievements

In the marketing field, there has been a few academic studies on the art marketing and no useful statistical surveys which investigated the whole Japanese art market. In order to grasp the current Japanese art market, we conduct series of market surveys to Japanese contemporary art collectors, then classify them based on their purchase motivations.
First, we conduct a qualitative survey and interviews with typical Japanese art collectors to investigate the 14 art purchasing motivations which provided in the past literature. Then, we run a large-scale qualitative online-survey and execute a clustering analysis of Japanese art collectors which results in finding four types - Balanced, Geek, Immature, and Intelligent. Finally, we examine their behavioral and psychological characteristics from the marketing of viewpoint.

Free Research Field

商学