Abstract
This thesis discusses the value of public art in commercial spaces. It examines how public art creates value in commercial spaces in the context of the development of public culture, the promotion of consumer cultural demand and the advent of experience economy in the process of urbanization in China. Guided by pragmatism, this study adopts a mixed method. In the qualitative part, through semi-structured interviews, it develops an in-depth assessment on the understanding of public art in commercial spaces. The quantitative research part examines the impact of public art on consumer behavior in commercial spaces through an online questionnaire survey.
The research finds that in the context of the experience economy, the combination of public art and commerce significantly improves the consumer experience, and enhances the consumer aesthetic, entertainment, immersion and educational experiences. The improvement of consumer experiences enhances consumer satisfaction and loyalty, and can enhance customer stickiness to commercial spaces. Public art increases the value of commercial spaces in economic, cultural, social, brand and aesthetic terms. In addition, public art in commercial space is not only presented as public art with physical properties, but also combined with other characteristics such as platform, interaction, function, sharing and IP to build a high-quality commercial space for cultural growth.
This study brings together the literature on experience economy, public art and consumer behavior to inform the empirical research. From the perspective of experience economy, this study analyzes the impact of public art on commercial spaces. This study contributes to the development of public art interventions in commercial space by offering innovative research and analysis on the systematic growth of public art in commercial space using "Public Art +". Finally, this thesis clarifies the relationship between public art in commercial space and consumer experience and behavior by constructing a value model of public art in commercial space in the context of the experience economy, which provides valuable research for business managers, public art practitioners and government cultural policy research.