The Impact of Value Co-Creation Behavior and Perceived Value on Customer Experience and Loyalty in The Contemporary Chinese Art Market

Abstract

This study aims to examine how value co-creation and customer experience influence consumer loyalty in the contemporary art market. Specifically, it investigates the roles of aesthetic, cultural, symbolic, and functional values in shaping purchase intention and long-term engagement with artists and art brands. A quantitative research technique was used, with around 400 Chinese contemporary art buyers serving as survey respondents. Structural Equation Modelling (SEM) was used to investigate the links between value co-creation behavior, customer experience, perceived value, and consumer loyalty. Findings indicate that active participation in value co-creation significantly enhances perceived aesthetic, cultural, and symbolic values, which in turn positively influence consumer loyalty. Functional value showed a moderate but less significant effect, while customer experience served as a critical mediator between co-creation activities and loyalty outcomes. The study offers theoretical and practical insights into the contemporary art industry by demonstrating how co-creation and experiential involvement increase customer loyalty. The findings lend credence to strategic marketing methods that prioritize interactive and experiential interaction as a means of promoting sustainable art consumption.