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| Title: | 忠誠鐵粉煉成因素探討—以歌手陳綺貞為例
A Study on the Affecting Factors of Fostering Devoted Following—with singer Cheer Chen as a case study |
| Authors: | 徐可安
Hsu, Ke-An |
| Contributors: | 樓永堅
徐可安
Hsu, Ke-An |
| Keywords: | 偶像崇拜
品牌忠誠度
態度忠誠
行為忠誠
深度訪談
Celebrity adoration
Brand loyalty
Attitudinal loyalty
Behavioral loyalty |
| Date: | 2018 |
| Abstract: | 將消費者培養成粉絲是許多品牌企業的目標之一，相較於一般消費者，粉絲對喜愛品牌的忠誠度較高、熱情較不易消逝，更是維護品牌形象與口碑行銷的最佳利器。對歌手品牌而言，他們最大的資產就是粉絲，擁有喜愛自身才華、作品或個人魅力的粉絲，是歌手或偶像存在的價值。除了吸引粉絲，更要將粉絲培養成忠誠度更高的鐵粉，尤其是在音樂產業因網際網路盛行而受到嚴重打擊下，為了尋求認同或表達自我價值的偶像崇拜心態使然，鐵粉依舊願意花錢與時間精力支持喜愛的偶像或歌手，他們的支持是讓歌手持續參與音樂演出或創作的最大資源與動力。本研究以歌手陳綺貞為例，研究其鐵粉高忠誠度的原因。儘管已經出道二十年，曝光量低，音樂作品總是相隔多年才推出，陳綺貞在樂壇中以充滿文藝的音樂風格，加上她率直清新的個人形象，仍然吸引了一票不離不棄的粉絲。
本研究使用質化深度訪談方式，以十位支持陳綺貞許久的忠誠鐵粉為訪談對象，了解他們的支持過程與忠誠度形成的因素，以態度上的忠誠與行為上的忠誠為主，探討他們願意花錢購買音樂專輯或其他非音樂作品、花時間精力參與演唱會、願意分享陳綺貞以及其他願意支持陳綺貞的原因等。
研究結果發現受訪者認為陳綺貞仍舊保有當初令人喜愛的特質是很重要的支持因素，尤其是對音樂作品的接受度，陳綺貞在音樂的題材上變得更成熟、有深度，但曲風仍讓受訪者產生共鳴，使他們能持續喜愛著她。而在個性與形象上，始終保有初心，對音樂理念有所堅持，更是讓受訪者總能對她感到認同。為了表達支持或是能更了解陳綺貞，受訪者都願意購買以擁有或收藏她的作品；而演唱會這類經驗性產品更是機會難得的美好體驗而始終願意參與，儘管購票困難，但因為有了其他粉絲的協助或社群管道的存在，方便徵求或交換票券，讓時間成本高的鐵粉參與演唱會意願再提升。
除此之外，陳綺貞對粉絲的重視能使受訪者對支持行為感受到回報，每一次美好且珍貴的與她互動經驗，使鐵粉與陳綺貞的關係變得特殊而無法被取代，陳綺貞在鐵粉心中不只是一位值得崇拜的對象，更是能夠相互依靠的陪伴者，讓鐵粉更加離不開陳綺貞。
Fostering fans into devoted followers is one of the goals for many enterprises with brands. Compared with ordinary consumers, devoted followers have stronger loyalty as well as more persistent passion to the brand they love. They also serve as the safeguard for the brand’s reputation and the best medium for marketing. For the singer as the brand, the greatest asset is devoted followers who appreciate their talents, works, and charisma. They are the reason why the singer or idol exist.
In addition to attracting fans, the strategy of the singer’s brand should focus more on fostering fans into devoted followers with great loyalty. The devoted followers become more crucial because the music industry has been struggling due to the Internet. To seek for their own identity or express their self-value out of idol worship, devoted followers are still willing to spend time and money to support their beloved idols and singers. Their supports serve as the largest resources and strongest motivation for the singers to continue their musical performance and creation.
This study focuses on the reason why devoted followers could show strong loyalty. Despite her twenty years as a singer, relatively low profile and long intervals between her works, Cheer Chen are still able to attract a group of devoted followers because of her literary music style and candid personality.
This research is carried out through the qualitative in-depth interview with ten devoted followers of Cheer Chen, trying to understand the reasons behind their loyalty including attitudinal and behavioral perspectives. To be specific, the research aims at explaining why they are willing to buy her music album or other works, spend time and energy on concerts, tend to promote her or support her for any other possible reasons.
The research results show that the respondents think Cheer Chen is still what she was at the very beginning, possessing the same traits which are beloved by devoted followers. The material in her music becomes more mature, thought-provoking, while the composing style remains as before and could resonate with these followers. In terms of personality and image, she stays what she was along the way and sticks to her principle of creating music, making respondents recognize who she is and what she is doing.
To express their support and know more about Cheer Chen, respondents are willing to purchase her works as a collection. As for the concert, this event provides a rare opportunity to have wonderful experiences with her. Although the tickets are hard to obtain, with the help of the devoted fans or the fans community, they could request for tickets or exchange them, which increases the possibility of participating in this kind of time-intensive events.
In addition, the care for the devoted fans from Cheer Chen could make the respondents feel rewarding. For each and every precious moment with her, the relationship between Cheer Chen and devoted followers becomes special and unique. In the mind of devoted supporters of Cheer Chen, she is someone who not only deserves their respect and worship but is reliable to be a good companion, making these supporters unable to leave her. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363017 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363017 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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