政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148504

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148504

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政大典藏 > College of Communication > Master`s Program in Communication > Theses > Item 140.119/148504

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/148504

Title:	外帶演唱會！疫情時代下的線上音樂展演 Takeaway Concert! Online Music Show During the Pandemic
Authors:	郭倍羽 KUO, PEI-YU
Contributors:	陳聖智 Chen, Sheng-Chih 郭倍羽 KUO, PEI-YU
Keywords:	線上音樂展演線上演唱會消費體驗參與動機藝術經驗核心利益 Online Music Show Online Concert Consumer Journey Motivation Artistic Experience Core Benefit
Date:	2023
Issue Date:	2023-12-01 10:47:22 (UTC+8)
Abstract:	本研究致力於疫情時代下，線上音樂展演的消費感受。本文透過消費體驗旅程的脈絡，來理解消費者的參與動機、經驗及未來選擇之意向。運用質性研究方法，針對創新的展演形式，進行探索性的研究。研究結果顯示，「獨特體驗」為消費者最主要的參與動機，其中包含對表演者的喜愛、崇拜及認知展演獨特性，因此想親自體驗之意涵。在經驗上，以「核心利益」、「中心經驗」、「延伸經驗」及「潛在經驗」來做分析。相較於實體音樂展演，線上所能提供的「核心利益」相對有限，其原因來自於沈浸體驗的不足。大多消費者在體驗完線上音樂展演會後，仍偏好實體展演，原因仍是「核心利益」的差異。不過，當線上音樂展演擁有足夠的「獨特性」價值或者品牌偏好，消費者也會願意再次消費其產品。綜觀上述，可發現「核心利益」、「獨特性」以及「品牌偏好」是整趟消費旅程，最容易影響消費者體驗及決策的三大元素。再者，本研究透過規模、內容特性，針對不同類型的線上音樂展演，進行分析及比較。由於性質不同，消費者對兩者的定位也有差異，「電影型」的展演適合忠實觀眾，提供替代性的體驗，未來需朝向虛擬實境的方向前進。「電視節目型」入手門檻低，比「電影型」更具擴大粉絲族群之效益。更重要的是，「電視節目型」在內容上擁有獨特性，可做為創新行銷手法。 This study focuses on the consumer experience of participating in online music show during the pandemic. Through the consumer journey, this paper seeks to understand consumers' motivations, experiences, and intentions for future choices. A qualitative research methodology is utilized to explore innovative forms of performance. Research results show that "Unique Experience" is the most important motivation for consumers, which includes love and admiration for the performers, and the desire to experience the show themselves because they recognize the uniqueness of the show.In terms of experience, "Core Benefit", "Central Experience", "Extended Experience" and "Potential Experience" are used for analysis.Compared to physical music shows, the "Core Benefit" offered by online music show are relatively limited due to the lack of immersive experience. Most consumers still prefer physical music shows after experiencing online music shows because of the difference in "core benefits". However, when online music show have enough "Unique" value or brand preference, consumers will be willing to consume their products again. From the above, it can be seen that "Core Benefit", "Uniqueness" and "Brand Preference" are the three elements that are most likely to influence consumers' experience and decision-making throughout the entire consumer journey. Furthermore, this study analyzes and compares different types of online music show through scale and content characteristics.”Movie type" shows are suitable for loyal audiences and provide alternative experiences, but in the future, they need to move towards the direction of virtual reality. The "TV program type" has a lower entry threshold and is more effective than the "Movie type" in expanding the fan base. More importantly, "TV program type" is unique in terms of content and can be used as an innovative marketing technique.
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Description:	碩士國立政治大學傳播學院傳播碩士學位學程 109464028
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Appears in Collections:	[Master`s Program in Communication] Theses

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