線上直播演唱會服務內容、宣傳與促銷方式影響閱聽眾門票購買意願之研究

Abstract

本研究旨在探討線上直播演唱會服務內容、宣傳與促銷方式影響閱聽眾的門票購買意願。依據文獻探討歸納，將服務內容分為沉浸式舞台、即時互動、線上票務與加值應用；宣傳方式分為宣傳手法與宣傳內容；促銷方式則分為與票價相關以及非票價相關。本研究以網路問卷調查法，共計回收1163 份有效問卷。透過統計方法進行分析比對後，根據研究結果所得之結論，本研究結果顯示，在線上直播演唱會服務內容中，以「加值應用」服務內容影響閱聽眾門票購買意願的程度最高；線上直播演唱會宣傳方式中，以「演出者直播」的宣傳手法與「介紹演出者」的宣傳內容，影響閱聽眾門票購買意願的程度最高；在線上直播演唱會促銷方式中，是以「與票價相關」的促銷方式影響閱聽眾門票購買意願的程度最高。另一方面，不同「購票觀看經驗」、「性別」、「年齡」與「教育程度」的閱聽眾對線上直播演唱會「服務內容」有顯著差異的影響；不同「購票觀看經驗」、「性別」、「年齡」及「平均月收入」的閱聽眾對線上直播演唱會的「宣傳方式」有顯著差異的影響；最後，不同「購票觀看經驗」、「年齡」與「教育程度」的閱聽眾對線上直播演唱會的「促銷方式」有顯著差異的影響。根據上述研究之結論，分別針對線上直播演唱會設計規劃者、線上直播演唱會行銷相關人員、閱聽眾與後續研究者提出相關建議，以供參考。

The aim of the research is to discuss the influences of live streaming concert service content, publicity and promotion toward ticket purchase intention. According to previous study, the service contents are divided into four main orientations, immersive stage, real-time interaction, online ticketing and value-added applications; the publicity methods are divided into" publicity technique" and " publicity content"; the promotions are divided into "ticket fare related" and "non-ticket fare related". Our study collected 1,163 valid questionnaires by Online Questionnaires Survey, and the conclusions of this research by used statistical software to analysis.

The results of this research show that among the live streaming concert service contents significantly influence on audience purchase intention, the impact on “value-added applications” is the highest; Byusing the “performers live stream” in publicity technique and the “introduce the performers” in publicity content which have the highest significantly influence on audience purchase intention; In the promotions, the “ticket fare related” has the highest significantly influence on audience purchase intention.In addition, audiences with different “buying and viewing experiences, “gender” , “ages”, and “education level” show the significant differences toward their ticket purchase intention in terms of online streaming concert“service contents；audiences with different “buying and viewing experiences”, “gender”, “ages”, and “different monthly incomes” show the significant differences toward their ticket purchase intention in terms of publicity methods；audiences with different “buying and viewing experiences”, “ages”, and “education level” show the significant differences toward their ticket purchase intention in terms of promotions methods. Finally, this study may provide information for the staff of marketing and planning about live streaming concert, also give to audiences and investigators the suggestions.