How Does Art Website Image Innovation Influence Purchase Intention from the Perspective of Co-presence? —A Dual Mediation Model

As digital technology has been profoundly reshaping art transaction settings, traditional e-commerce theory has difficulty in interpreting cultural and high-involvement consumption aspects of art e-commerce. Using co-presence (CP) theory and the S-O-R model, to explore how innovative art website images influence purchase intentions through perceived value and risk. A six - dimension art website - image scale was constructed, and structural equation modeling was employed to analyze data from 421 art enthusiasts. The results indicate that CP - driven virtual co-presence experiences (such as VR gallery crowd - behavior visualization) enhance the positive connection between website - image innovation and purchase intention. Perceived value and risk have asymmetric mediation effects: value promotes purchase intention for mid - low - priced art through aesthetic resonance, while risk does so for high - priced art because of group risk - sharing. Website - image innovation reconstructs the risk - value assessment system through digital presence, transforming the absence in physical - space into premiums - based on group trust, thereby reshaping the pricing - power distribution in the art - finance market .