Main Article Content
The purpose in this study was to examine the relationships between personality, motivation, experience, and behavioral intentions in an artwork consumption setting. A survey of 383 consumers of Franz artworks was conducted using surveys developed through an interview. The results showed that personality directly and significantly influenced motivation and behavioral intentions, but it did not affect experience. Moreover, motivation directly and significantly affected experience, but it did not significantly drive the behavioral intentions. The findings revealed that the personality of arts consumers explains a substantial proportion of total variance in behavioral intentions, given that personality has not only a direct effect, but also an indirect effect via motivation and, in turn, experience. Both motivation and experience play crucial mediator roles for personality.