後疫情階段現場演唱會再訪意願之研究

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Title:	後疫情階段現場演唱會再訪意願之研究
Other Titles:	A Study on the Intention to Revisit Live Concerts in the Post COVID-19
Authors:	黃詩尹 HUANG, SHIH-YIN
Contributors:	邱紹群 CHIU, SHAO-CHUN 經營管理學系碩士在職專班
Keywords:	再訪意願;沈浸體驗;現場演唱會;認知評價理論 Cognitive Evaluation Theory;Willingness To Revisit;Immersion Experience;Live Concert
Date:	2023
Issue Date:	2023-11-22 02:08:36 (UTC+0)
Abstract:	音樂節是指以某個主題為中心，由許多音樂演奏或歌唱團體聚集數天或數週來進行表演的節日。其中現場演唱會指的是以單獨或集體演唱者為中心，在觀眾面前進行歌聲的現場舞台表演。對於觀眾而言，每個成功的現場演唱會都是一場讓歌手與觀眾狂歡的藝文休憩音樂活動盛宴。由於目前還未有研究，針對後疫情階段現場演唱會觀眾再訪意願進行調查。因此，本文以認知評價理論為基礎建立研究架構，包括影響再訪意願的二個直接因素(沈浸體驗、深刻記憶)及五個間接因素(觀眾熱情、觀眾互動、表演技能、自我一致、環境氛圍)，以此豐富相關學術文獻。本研究以台灣消費者為主要研究對象，並以Google表單將研究量表製作問卷，以檢測題項內容是否與構念定義相符，且構念間概念在表面上無重疊之情事，然後完成量表與專家效度驗證與確認。接者，本調查亦進一步探索消費者對於現場演唱會的沈浸體驗與深刻記憶，在後疫情階段對其再訪意願所扮演的角色，以瞭解沈浸體驗在整個模型中所扮演的潛在中介角色與作用，以利未來其他學者可充分利用本研究的發現和見解。 Music festival is a festival centered on a theme, where many musical or singing groups gather for days or weeks to perform. Live concerts refer to live stage performances centered on individual or collective singers who sing in front of the audience. For the audience, every successful live concert is a feast of artistic, cultural, leisure and music activities for the singers and the audience to revel. Since there is no research yet, a survey is conducted on the willingness of live concert audiences to revisit in the post-epidemic stage. Therefore, this paper establishes a research framework based on cognitive evaluation theory, including two direct factors (immersion experience, deep memory) and five indirect factors (audience enthusiasm, audience interaction, performance skills, self-consistency, and environmental atmosphere) that affect revisit intention, to enrich the relevant academic literature.This study focuses on Taiwanese consumers and utilizes Google Forms to create a questionnaire for measuring the conceptual definitions and potential overlap between concepts. The constructed scale is then validated and confirmed by experts. The study also investigates the role of immersive experiences and lasting memories of live concerts in post-pandemic times, particularly their influence on consumers' willingness to revisit such events. The aim is to understand the potential mediating role and impact of immersive experiences in the overall model, enabling future scholars to utilize the findings and insights of this study.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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