The Impact of Customer Perceived Value of Contemporary Art Jewelry on Purchase Behavior: A Case of Beijing, China

Jewelry has a history of thousands of years, but contemporary art jewelry has only a short history of 30 years. In this short 30 years, Chinese art colleges have successively opened this major, and the market of contemporary art jewelry is increasingly welcomed by people. Jewelry market has changed from a traditional market to a fashion market that reflects personal aesthetics (Di, 2008). People’s demand for jewelry is not only the decorative effect, but also the jewelry reflecting its aesthetic relationship. The future of contemporary art jewelry will gradually occupy a share of the jewelry market. From the international jewelry market to the Chinese jewelry market, the economic aggregate is changing, the consumption of traditional jewelry is decreasing, and contemporary art jewelry is gradually becoming the consumption object (Zheng, 2002). The purpose of this study is to explore the impact of perceived value on consumers’ purchasing behavior, and perceived value is the most direct factor affecting consumers’ purchasing behavior. Perceived value mainly includes functional value, perceived cost and image value. Purchase behavior mainly includes: purchase frequency, purchase price, purchase amount. In this study, we obtained 400 questionnaires from residents of Beijing, China, and analyzed the questionnaire results through SPSS one-way ANOVA, weight analysis and basic analysis. Research results: The perceived value has a significant influence on the consumption behavior of contemporary art jewelry.