THE DETERMINANTS OF VISUAL ARTS AND CRAFTS CONSUMPTION AMONG MALAYSIAN MIDDLE-CLASS ART CONSUMERS: A PLS-SEM ANALYSIS OF PURCHASE INTENTION

Abstract

Empirical studies on Malaysian middle-class visual arts consumption are crucial for positioning the nation’s creative industry internationally. While vast Western research has explored art consumption patterns from the perspective of the sociology of art and culture. Very few studies have examined the key determinants of purchase intention among Malaysia’s middle-class art consumers from the marketing perspective. This study investigates the factors influencing visual arts and crafts consumption in Malaysia, focusing on attitudes, personal motivation and preferences, emotional response, price sensitivity, and brand association. The primary objective is to develop a model that explains how these determinants shape the purchase intention of visual arts and crafts among Malaysian Middle-Class Non-Art Practitioners (MMCNAPs). Findings from PLS-SEM analysis indicate that attitude, personal motivation and preference strongly influence purchase intention, whereas brand association, emotional response and price sensitivity have indirect impacts. These insights highlight the importance of both intrinsic and extrinsic values in shaping consumer behaviour. Art retailers and producers can leverage these findings to enhance Malaysian visual arts and crafts' presentation, branding, and appeal, ultimately strengthening the local creative industry's marketability.