泰國視覺藝術產業面臨著受眾規模和市場規模小的挑戰，原因是人們認為只有藝術家才能真正理解藝術。創意經濟代理機構強調此議題是影響泰國視覺藝術產業發展的關鍵問題。近年來，視覺藝術YouTube影響者通過使用者原創性藝術內容在社群媒體上獲得大量支持者，此有助於培養受眾對藝術的理解。過去文獻探討了使用者原創性內容的價值，但缺乏具體關注在使用者原創性藝術內容價值。 此外，雖然已有社群媒體影響者的中介角色相關研究，但缺乏聚焦在藝術中介角色的文獻。

本研究採用了混合研究方法，包括與泰國視覺藝術產業的三位專家（藝術家、策展人和編輯）進行三次深度訪談，以奧斯特瓦爾德的價值主張圖的案例研究，包括與YouTube視覺藝術影響者Riety深度訪談，同時對Riety頻道支持者進行在線問卷調查，以及兩名支持者的深度訪談。

研究依序步驟為：1）從產業專家的角度發現使用者原創性藝術內容的價值和視覺藝術影響者的藝術中介角色，2）從Riety的角度理解價值主張和藝術中介角色，並與行業專家的觀點進行交叉研究，3）從受眾的角度驗證價值和藝術中介角色，4）探索案例中藝術內容的價值和藝術中介角色在現實生活的情境。

研究結果表明，在Riety案例研究中，使用者原創性藝術內容包括五個價值：影響者價值、藝術觸及性、內容主題多樣性、娛樂性和藝術參與度。 此外，藝術影響者扮演了五個藝術中介角色：藝術價值翻譯者、文化民主化、藝術教育者和藝術社群促進者。後續訪談的發現中強調兩個關鍵價值，即藝術觸及性和影響者價值，對於藝術影響者履行本身在泰國視覺藝術產業中的藝術中介角色至關重要，理解藝術中介角色和其價值能為藝術影響者開發藝術中介角色指南。

Thailand's visual art industry has faced the challenge of a small audience size and market due to the deep-rooted belief that art is only preserved for the high-class. This issue has been recently emphasized by the Creative Economy Agency (CEA) as a crucial problem affecting the growth of the Thailand visual art industry. However, in recent years, visual art YouTube influencers have gained a large following on social media through user-generated art content, which helps lower the barrier between art and the audience. Previous literature has explored the value of user-generated content, but there is a lack of specific focus on the value of user-generated art content. Additionally, while the intermediary role of social media influencers has been studied, there is a lack of literature specifically focusing on the art intermediary role.
This study adopts a mixed-methodology approach, encompassing three sessions of in-depth interviews with three experts from the Thailand visual art industry (an artist, a curator, and an editor), a case study based on Osterwalder’s Value Proposition Canvas including an in-depth interview with a YouTube visual art influencer – Riety, an online questionnaire with followers of Riety's channel, and in-depth interviews with followers.
The research was conducted following these steps: 1) identifying the values of user-generated art content and the intermediary roles of visual art influencers from the perspective of industry experts, 2) understanding the value proposition and intermediary roles from Riety's perspective and cross examine with the industry expert’s views, 3) verifying the values and intermediary roles from the audience's perspectives, and 4) exploring the case’s art content values and intermediary roles in real-life contexts.
The results indicate that, based on the case study with Riety, user-generated art content encompasses five values: Value of Influencer, Art Accessibility, Diversity of Content's Subject, Entertainment, and Art Engagement. Additionally, art influencer plays five intermediary roles: Art Value Translator, Democratizing Culture, Art Educator, Art Brokerage and Art Community Facilitator. The findings from the follow-up interview highlight two key values, Art Accessibility and Value of Influencers, which are essential for art influencers to fulfill their intermediary roles in the Thailand visual art industry. This understanding of values and intermediary roles has led to the development of an Art Intermediary Role Guideline for Influencers.

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