ABSTRACT

Technological and socio-economic changes have forced organizations in the art sector to redefine their function in the market, to strengthen their relationships with consumers and to appeal to a more heterogeneous consumer audience. The physical space of art organizations constitutes a major tool for them to attract and communicate with customers. Based on a multiple case studies approach, this article explores how art auction houses have rearranged their physical space in order to create an intended customer experience based on seduction. Our study contributes to Consumer Culture Theory research by illustrating how both the tangible and intangible features of the spatial setting are orchestrated by managers to facilitate an intended consumer experience. Space is organized in such a way that a heterogeneous customer base can co-participate in the game of seduction, and the artwork maintains its role as a catalyst of the experience.

摘要

技术和社会经济变革迫使艺术行业的组织重新定义其在市场中的功能，以加强与消费者的关系并吸引更多异质的消费者观众。艺术机构的物理空间构成了他们吸引顾客和与顾客交流的主要工具。基于多个案例研究方法，本文探讨了艺术品拍卖行如何重新安排其物理空间，以创造基于诱惑的预期客户体验。我们的研究通过说明管理者如何协调空间设置的有形和无形特征以促进预期的消费者体验，从而为消费者文化理论研究做出贡献。