| 摘要: | 網路的進步以及智慧型手機的普遍性，造就了科技資訊的進步、人類生活習慣的改變，現今透過社群媒體等方式傳遞訊息不像以往單單只是透過電視轉播才能獲得資訊，不必至實體店面購買產品只需利用手機便能在平台上完成訂購手續，而人與人之間也不必直接接觸，透過直播視訊功能便能和對方互動。
根據 TWNIC 財團法人台灣網路資訊中心在「2020 台灣網路報告」研究結果指出，在 COVID-19 疫情近半年期間 12 歲以上之上網率為 83.0%，在網路應用服務內容方面「收看網路影音、直播
或收聽音樂」佔了 77.0%。而因疫情緣故造成全世界經濟受到影響，各國經紀公司為減少損失而舉辦付費直播演唱會，讓全世界歌迷都能同步觀看直播。
過往研究中已有多位學者曾針對不同平台進行研究知覺價值、滿意度、持續使用意圖、購買意願不同變數間的探討，如:美食外送平台、音樂串流平台等，但並未綜合上述四項變數探討其關聯性，且未針對付費直播演唱會此議題進行討論，而也根據過往眾多文獻調查結果中指出粉絲則是會因於對偶像喜愛因此願意支出金錢購買周邊商品及門票，因此，本文欲想進一步了解以使用直播平台滿意度為中介變數探討直播平台知覺價值對持續使用意圖和直播平台知覺價值對付費直播演唱會購買意願之關係，並以偶像崇拜作為干擾變數探討使用直播平台滿意度與付費直播演唱會購買意願之關係，作為相關企業經營之參考。
本研究透過網路發放問卷，針對三個月內從使用直播平台且無購買過付費直播演唱會者為調查對象，共蒐集了 304 位做為研究樣本。實證結果顯示使用直播平台滿意度會正向影響直播平台知覺價值對持續使用意圖、付費直播演唱會購買意願之影響，但偶像崇拜並不會對使用直播平台滿意度及付費直播演唱會購買意願具有干擾效果之影響。
The advancement of the Internet and the prevalence of smartphones have led to advances in technology and information and changes in human habits. The live video function allows people to interact with each other.
According to the research results of the "2020 Taiwan Internet Report" conducted by the Taiwan Network Information Center (TWNIC), the Internet access rate for people over 12 years old during the six-month period of the COVID-19 epidemic was 83.0%, and 77.0% of the content of Internet application services was "watching Internet video, live streaming or listening to music". As a result of the economic impact of the epidemic around the world, the agents of various countries held paid live concerts in order to reduce losses, so that fans around the world could watch the live broadcast simultaneously.
In previous studies, several scholars have studied the relationship between different variables of perceived value, satisfaction, continuous usage intention, and purchase intention on different platforms, such as food delivery platforms, music streaming platforms, etc. However, the four variables mentioned above have not been combined to explore their correlation, and the issue of paying for live concerts has not been discussed.
Therefore, this paper would like to further understand the relationship between the perceived value of the live stream concerts on the intention of continued use and the perceived value of the live stream concerts on the purchase intention live concerts, and the relationship between the perceived value of the live stream concerts and the purchase intention live concerts, using idol worship as the interfering variable to explore the relationship between the perceived value of the live stream concert and the purchase intention live concerts. The relationship between satisfaction with the use of the live stream concerts and purchase intention live concerts was explored using idol worship as an interfering variable to serve as a reference for the management of related companies.
In this study, a total of 304 respondents who had used the live stream concerts and had not purchased a paid live concert within three months were surveyed through an online questionnaire. The results showed that satisfaction with using the live stream concerts positively influenced the perceived value of the live stream concerts on the continuous usage intention the platform and the purchase intention live concerts, but idol worship did not have an interfering effect on satisfaction with using the concert and purchase intention live concerts. |
