Investigate the Impact of the Current Watercolour Painting Market Situation on the Development of the Watercolour Painting Market in China. Market Environment as a Mediator

Purpose: The purpose of this study is to investigate the impact of the current watercolour painting market situation in China on the development of the watercolour painting market in China. In addition, this study investigates the role of the watercolour painting market environment in China as a moderating variable in the relationship between the current state of the watercolour painting market in China and its future development.   Theoretical framework: Contemporary Chinese art and culture exist in a society that is open and pluralistic. Through the efforts of several generations, they have created not only a magnitude but also a vast market. In a technologically based society, technologically based painting is on the verge of extinction. The construction of cultural artistic conception and character is a novel topic in the art education and instruction of contemporary Chinese watercolour painting.   Design/Methodology/Approach: A total of 495 respondents participated in the survey comprised of 110 watercolour artist collectors, 220 watercolour paintings and 165 lectors and business intermediaries 165. This study was a cross-sectional study where the data collection period is from August to October 2021. A survey with a closed-ended and self-administered format was conducted in order to collect data. The questionnaire is divided into two sections, Smart PLS was used to analyse the data and identify any significant relationships between the variables. There was a correlation between being a colour artist and collecting watercolour paintings.   Findings: This study focuses on watercolour painters, watercolour collectors, and commercial intermediaries., according to the findings. This suggests that artists are more likely than non-artists to collect watercolour paintings. In addition, the study revealed that business intermediaries play a crucial role in facilitating the sale of these paintings. The study revealed that watercolour painting is a popular art form among both artists and collectors. Watercolour paintings have been a popular art form for centuries, and this study confirms that their popularity remains strong among both artists and collectors. The delicate beauty of watercolours, with their translucent washes of colour and soft edges, is particularly appealing to those who appreciate the subtleties of art.   Research, practical & social implications: This study found that watercolour paintings are highly valued by business intermediaries, who recognize their potential as investments. In fact, many galleries and auction houses specialize in selling watercolours, and the market for these works continues to grow. Originality/Value: it is important to note that not all watercolour paintings are created equal - some are more highly prized than others based on factors such as the artist's reputation, the quality of the materials used, and the subject matter depicted. Overall, this study underscores the enduring appeal of watercolour paintings and their continued relevance in today's art world. This research provides valuable insights into the relationship between colour artists, collections of watercolour paintings, and art industry intermediaries.