近年來，流行音樂產業從實體音樂市場轉變成數位音樂市場，然而整體音樂市場正在萎縮，故流行音樂演唱會儼然發展成為流行音樂產業新興的獲利模式。並且，台灣算是早期發展華語流行音樂，現在的學生族群剛好是受到華語流行音樂的洗滌，由於近年來的流行音樂演唱會漸漸崛起，透過創造無可取代的體驗，吸引消費者，學生族群漸漸具有獨立的經濟能力，並且對於新事物接受度高，故愈來愈多學生消費者喜歡觀賞流行音樂演唱會，不僅當作休閒娛樂活動，亦可以支持喜愛的歌手或音樂風格，並留下一個美好的回憶。
本研究以此思考點作為出發點，研究對象為流行音樂演唱會的學生消費族群。主軸將以推敲概似模型為基礎，消費者因為動機及能力的不同，經由中央路徑或周邊路徑來影響流行音樂演唱會之購買意願。換言之，中央路徑是消費者具有動機與能力，意即消費者受到演唱會所釋放官方消息的論點品質，增加購買意願。而周邊路徑則是不具備動機或能力，反而透過參考群體的影響，包含資訊型的明星專業DJ、功利型的親朋好友和價值表現型的自我形象提升三種之影響，對於流行音樂演唱會的購買意願。本研究亦想探討涉入程度的干擾效果，是否對於論點品質、參考群體與購買意願之間存在強化效果。
本研究透過網路問卷之調查方式共回收316份有效問卷。經階層迴歸分析後發現，演唱會官方訊息的論點品質以及參考群體影響分別於消費者產生流行音樂演唱會購買意願之過程中扮演促發之重要角色，涉入程度亦於演唱會訊息的論點品質、參考群體影響和流行音樂演唱會購買意願間具有不同之干擾效果。故根據本研究之結果，建議有意推行流行音樂演唱會之公司，可花更多心力思考如何設計論點品質強的資訊及參考群體影響方式時，考量不同屬性涉入程度之影響力，規劃相關作法以增加流行音樂演唱會購買意願之提升。如此，流行音樂演唱會才能廣被接受，並有機會成為當今流行音樂產業新商業模式推廣之可行作法。

Recently, pop musical industry was turned physical musical market into digital musical industry. The total musical industry was declined, but the pop musical concerts have become the newest businesscanvas in pop musical industry. Besides, Taiwan consideres as the early development of Chinese pop music. The student population was growing with Chinese pop music, and concerts creating irreplaceable experiences to attract customers are graduating rise.The student population is graduating financial independent and high degree of acceptance for new things. Therefore, more and more customers of student love watching pop musical concerts. They treat watching concerts as an entertainment and also support their favorite singer to leave a good memory.
In this research, we ponder this angle as start, and we study at student population in pop musical concert. We base on elaboration likelihood model. The customer will via central path or peripheral path to influence the purchase intention of concerts. In other words, central path means that customers areinfluenced by argument quality to enhance their purchase intention. However, peripheral path are influenced by reference groups which including informational, utilitarian and value-expressive influence to enhance their purchase intention. This research also discuss about the interfere effect of involvement, and reinforcing the purchase intention.
Sample of 316 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that argument quality and reference groups are important in the process of forming the purchase intention. Involvement are cause different impacts in the process. Therefore, based on the result, this suggested to those who want to promote the pop musical concert, could take more consideration theinfluence of involvement may cause, as consumer areinfluenced by argument quality or reference groups towards the campaign so as to raise people’s awareness and intention to purchasepop musical concert, and providing an enduring way which may not only raise intention to the current situation but giving an new consumption pattern that consumers may choose.

論文審定書 …………………………………………………………………………. . i
論文公開授權書……………………………………………………………………. . .ii
誌謝…………………………………………………………………………………. . iii
摘要…………………………………………………………………………………. . iv
Abstract ………..…………………………………………………………………….. v
目錄…………………………………………………………………………………... vi
圖次………………………………………………………………………………….. vii
表次…………………………………………………………………………………. viii
第一章緒論 …………………………………………………………………………01
第一節研究背景與動機 ……………………………………………………………01
第二節研究目的 ……………………………………………………………………03
第三節研究流程 ……………………………………………………………………03
第四節研究範圍與限制 ……………………………………………………………04
第二章文獻探討…………………………………………………………………….05
第一節流行音樂產業 ………………………………………………………………05
第二節推敲概似模型 ………………………………………………………………07
第三節論點品質 ……………………………………………………………………09
第四節參考群體 ……………………………………………………………………10
第五節涉入程度 ……………………………………………………………………13
第六節購買意願 ……………………………………………………………………14
第三章研究設計 ……………………………………………………………………16
第一節研究架構 ……………………………………………………………………16
第二節研究模式 ……………………………………………………………………17
第三節研究方法 ……………………………………………………………………23
第四章實證分析 ……………………………………………………………………25
第一節實證資料描述 ………………………………………………………………25
第二節論點品質對流行音樂演唱會購買意願之影響 ……………………………31
第三節參考群體對流行音樂演唱會購買意願之影響 ……………………………32
第四節涉入程度對流行音樂演唱會購買意願之干擾效果 ………………………36
第五節實證結果彙整 ………………………………………………………………43
第五章結論與建議 …………………………………………………………………45
第一節研究結論 ……………………………………………………………………46
第二節研究建議 ……………………………………………………………………50
第三節管理意涵 ……………………………………………………………………52
參考文獻 ……………………………………………………………………………54
附錄 研究問卷 ……………………………………………………………………59

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三、網路
財團法人台灣唱片出版事業基金會，2013，「台灣音樂市場銷售統計表」，http://www.ifpi.org.tw/。
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