消費者在全球化的市場中如何做選擇和判辨國際商品價值的議題日益重要，而此方面的研究仍有許多待討論的問題面向。在目前的研究中，學者提出消費者可能受到社會運動的影響而更加講究產品的真實性，但同時很難在鼓勵原創之餘，不促成刻板印象的消費和建立起負面的市場門檻。本論文使用定量研究方法分析當代藝術品的拍賣資料，就藝術作品主題的假設知識，進一步探討買家是否將藝術家的文化身份做為認定價值的指標。經由時間序列橫斷面銷售資料的特徵價格法分析，發現當代藝術品的價格和估價都與藝術家出生時的國籍呈現顯著的正相關。這個結果對於當代藝術界中身份認同政治的爭論，以及理解消費者在做選擇時如何辨識商品真實性和價值，都有值得深論的意涵。

The impact of globalization on how consumers choose and perceive value in products is an increasingly relevant issue for which there are still several aspects to explore. Research shows how consumers may be influenced by social activism to demand product authenticity, but still struggle to reward originality without buying into stereotypes and creating negative market thresholds. This thesis applies quantitative data in contemporary art sales to further investigate whether buyers associate value with the artists’ national origins in terms of assumed knowledge on the art subject. The findings from a hedonic pricing analysis of time-series cross-sectional sales data shows that both contemporary art prices and price estimates have a significant positive correlation to the artist’s nationality at birth. This has interesting implications for the debate of identity politics in contemporary art, as well as understanding how consumers may determine authenticity and value when choosing products.

論文審定書Thesis Validation Letter i
誌謝Acknowledgements ii
摘要 Abstract iii
目錄Table of Contents v
圖次 Table of Figures vi
表次 Table of Tables vii
1. Introduction 1
1.1 Research Motivation 1
1.2 Research Background 3
1.3 Research Question and Relevance 5
2. Literature Review 8
2.1 The Contemporary Art Market 8
2.2 Identity Politics in Contemporary Art 11
2.3 Societal and Cultural Influence on Consumer Demand 14
2.4 Consumer Authenticity Perception 16
2.5 Conclusion of Literature Review 19
3. Methodology 21
3.1 Data Sample 22
3.2 Empirical Method 30
3.3 Hedonic Pricing Model Background 33
4. Results 35
4.1 Descriptive Statistics 35
4.2 Regression Results 44
5. Conclusion 50
5.1 Discussion 50
5.2 Implications 52
5.3 Research Limitations 53
5.4 Future Research 55
References 57

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