젊은 구매자 : 미술품 구매 경험에 대한 세대별 특징 비교

This study examines the purchasing behavior of art collectors in the current art market through an online survey of 809 participants who purchased artworks in the past three years. The study particularly focuses on the Millennial-Z (MZ) generation of collectors and compares their behavior with that of the X and Baby Boomer generations. The findings indicate that the MZ generation purchased an average of 7.5 pieces in the past three years, spending approximately 112.32 million Korean won, while the XB generation purchased an average of 10.7 pieces, incurring a total expenditure of 192.38 million Korean won. The study reveals that although the objective purchasing indicator for the MZ generation was lower, their subjective indicators such as purchase satisfaction and the mobility of perceived capability did not differ from those of the older generations. The MZ generation also displayed a preference for more affordable pricing, young and overseas artists across various genres, and practical purposes in their purchases. Furthermore, the study found that the MZ generation demonstrated a faster starting time and decision-making period in collecting art. The research results contribute to the understanding of the market strategy and policy development in the art industry.