Influence of Perceived Risk of Blockchain Art Trading on User Attitude and Behavioral Intention

Abstract

In the first half of 2020, the average sales volume of gallery operators declined due to the COVID-19 pandemic and art galleries faced a crisis relating to their sustainable operation. However, crypto art finance, which combines online sales with blockchain, is attracting a considerable amount of attention. Can the use of blockchain solve the problems encountered in today’s art trading market? Is it considered acceptable by participants in the art trading market? What factors affect the behavioral intentions of blockchain technology users? In this study, we discussed the relationship between perceived risks and the three external variables of trust, government support, and auction house initiative, as well as their impacts on user attitudes and behavioral intentions regarding blockchain. The results of this study verified key factors that will help to increase the use of blockchain and solve existing market issues. It will also promote the sustainable operation and development of art enterprises and the market.