This dissertation was written as part of the MA in Art, Law and Economy at the Inter-national Hellenic University. The dissertation belongs to the field of Visual Arts Market-ing and its main purpose is to examine certain aspects of online art buyers’ behavior; although the online art market is characterized by rapid growth, it has been observed that many art consumers are reluctant to buy art online. The dissertation explores this phenomenon and proposes several methods in order to make the online art venues more attractive to consumers. According to literature review, consumers prefer buying from brick and mortar art venues because the traditional experience cannot be duplicated in the online envi-ronment and because consumers perceive a higher level of risk online. Many authors suggest that the building of online trust is of utmost importance for the reduction of consumers’ perceived risk. The research on art buyers’ behavior, conducted by the author, demonstrates that art consumers desire to see the artworks in person, something that is not possible in the online market. Another concern of consumers in relation to online purchases is that they cannot be certain about the artwork’s authenticity. The results of the research, point out several important dimensions that an art e-shop should have in its website and allow us to make proposals regarding art e-shops’ service provision. The author would like to acknowledge the valuable contributions οf Dr. Athanassios Kaissis and Dr. Eleni Mavragani, as well as the generous financial support of Onassis Foundation through its scholarship. The author would like to extend her thanks to Art-fully.com, to the director of Artuner.com, Nicolas Epstein, to Eshop-art.gr and to Αrtmajeur.com for their collaboration in the conducted research.
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