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[{"key": "dc.contributor.advisor", "value": "Luukkanen-Hirvikoski, Teija", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Viirret, Katariina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-07-09T08:05:51Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-07-09T08:05:51Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96386", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkielman tarkoitus on muodostaa laajempi ymm\u00e4rrys suomalaisen nykytaiteen verkkokaupan tilasta ja ostamiseen vaikuttavista tekij\u00f6ist\u00e4. Tutkimuskohteena on suomalaisen taiteen verkkokauppa Taiko ja sen asiakkaat.\nTutkielmassa yhdistet\u00e4\u00e4n laajasti ja vertaillen taidehistorian sek\u00e4 markkinoinnin alojen tutkimusta ja syvennyt\u00e4\u00e4n taidemarkkinoiden viimeaikaiseen kehitykseen sek\u00e4 taideteosten luonteeseen luksustuotteina. Taiteen ostamista k\u00e4sitell\u00e4\u00e4n ostoprosessin ja -motivaatioiden kautta, sek\u00e4 pureudutaan Instagramiin taiteen markkinointi- ja myyntikanavana.\nTutkimuksessa hy\u00f6dynnettiin laadullisia tutkimusmenetelmi\u00e4 ja aineisto ker\u00e4ttiin haastattelemalla kahdeksaa Taikon asiakasta sek\u00e4 ker\u00e4\u00e4m\u00e4ll\u00e4 visuaalinen aineisto Taikon Instagram-tililt\u00e4.\nTulosten perusteella Taikon asiakkaiden ostoprosessi on korkeaa asiakasosallistumista vaativa ja perustuu erityisesti tunneperustaiseen p\u00e4\u00e4t\u00f6ksentekoon. Haastattelut osoittavat, ett\u00e4 taiteen verkko-ostamiseen liittyy edelleen haasteita, ja taidetta ostetaan erityisesti sisustuksellisten tai ker\u00e4ilyyn ja kauneuden arvostamiseen liittyvien motivaatioiden pohjalta. T\u00e4rkeiksi vaikuttaviksi tekij\u00f6iksi nousevat ostajan arvot, taideteosten henkil\u00f6kohtaisuus, omaisuuden kartuttaminen sek\u00e4 tarve el\u00e4myksellisyyteen. Lis\u00e4ksi Instagram- markkinoinnin tutkimus dokumentoi taiteen markkinoinnin mahdollisuuksia ja antaa viitteit\u00e4 sis\u00e4ll\u00f6n toimivuudesta ja vaikutuksista asiakassitoutuneisuuteen.\nTutkimus valottaa taiteen ostamiseen liittyvi\u00e4 tekij\u00f6it\u00e4 ja nykytaiteen verkkokauppaa, tarkastelee taiteen ja luksuksen yht\u00e4l\u00e4isyyksi\u00e4, sek\u00e4 kartoittaa taiteen markkinointia Instagramissa. Tulokset luovat pohjan laajemmille nykytaiteen verkkokaupan ja taiteen markkinoinnin jatkotutkimuksille, sek\u00e4 tarjoaa n\u00e4k\u00f6aloja ja ideoita taidealan toiminnan kehitt\u00e4miseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-07-09T08:05:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-07-09T08:05:51Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "79", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "taidemarkkinat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "luksus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostomotivaatiot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoprosessi", "language": "", "element": "subject", "qualifier": 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