MODERATING ROLE OF CREATIVITY IN DECORATIVE ART MARKET: EMPIRICAL STUDY

Kungpo Tao
Elizabeth City State University

ABSTRACT

This study aims to investigate the moderating role of creativity in the relationship between
aesthetic experience and customer satisfaction. This research study focused on specific artwork
products (decorative paintings) available on the Amazon e-commerce platform. Sellers operating
on Amazon in global markets and the U.S. markets. However, both India, and China were identified
for analysis. Secondary data, covering variables such as “visual quality perception” and “overall
rating” were gathered. Subjective evaluations of the aesthetic appeal and creativity of the artwork
were assessed by “student participants.” The results indicate that “consumers’ perceived value” is
influenced by both the “artwork’s aesthetic appeal “and “visual quality.” Importantly, the study
shows that “creativity” moderates consumers’ value perception, particularly when the aesthetic
appeal is low. Furthermore, the findings confirm the significant impact of “perceived value” on
customer satisfaction, which, in turn, enhances the performance of artists or sellers. In conclusion,
this study suggests that sellers can employ strategies such as image optimization and influencer
marketing on Amazon to expand their global reach.

Keywords: Aesthetic appeal, visual quality, perceived artwork value, creativity, customer satisfaction