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題名 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
作者 郭倍羽
KUO, PEI-YU
貢獻者 陳聖智
Chen, Sheng-Chih
郭倍羽
KUO, PEI-YU
關鍵詞 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
日期 2023
上傳時間 1-Dec-2023 10:47:22 (UTC+8)
摘要 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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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464028
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464028
資料類型 thesis
dc.contributor.advisor 陳聖智zh_TW
dc.contributor.advisor Chen, Sheng-Chihen_US
dc.contributor.author (Authors) 郭倍羽zh_TW
dc.contributor.author (Authors) KUO, PEI-YUen_US
dc.creator (作者) 郭倍羽zh_TW
dc.creator (作者) KUO, PEI-YUen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Dec-2023 10:47:22 (UTC+8)-
dc.date.available 1-Dec-2023 10:47:22 (UTC+8)-
dc.date.issued (上傳時間) 1-Dec-2023 10:47:22 (UTC+8)-
dc.identifier (Other Identifiers) G0109464028en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148504-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 109464028zh_TW
dc.description.abstract (摘要) 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。zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與現況掃描 1 第二節 研究目的與問題 4 第三節 研究流程 6 第二章 文獻探討 7 第一節 名詞定義 7 第二節 線上音樂展演 8 一、從現場音樂到線上音樂展演 8 二、「新」現場音樂——線上音樂展演 9 三、各國數位化發展、現況 13 第二節 線上音樂展演的消費體驗 23 一、消費體驗旅程 23 二、參與動機 24 三、藝術經驗 27 四、未來選擇 35 第三章 研究方法 38 第一節 深度訪談法 38 第二節 研究對象 41 第三節 資料分析方法 44 第四章 分析結果及發現 46 第一節 核心服務前 46 一、參與動機 46 二、消息管道與期待感 50 三、小結 52 第二節 核心服務:核心利益 54 一、互動性帶動存在感 54 二、有限的沈浸體驗 60 三、享樂主義與演唱會症候群 64 四、疫情安撫作用 67 五、小結 68 第三節 核心服務:中心經驗 69 一、播映形式 69 二、視聽環境 71 三、消費者的硬體設備、操作難易度 74 四、表演者與展演內容 76 五、小結 78 第四節 核心服務:延伸經驗、潛在經驗 80 一、延伸經驗 80 二、潛在經驗 81 三、小結 83 第五節 核心服務後 85 一、期望與推薦 85 二、再購意願與票價 86 三、未來期待 90 四、小結 92 第五章 總結 93 第一節 研究結果與貢獻 93 第二節 討論 95 一、核心利益最大化 95 二、品質精緻且有真實性 95 三、內容創性、區隔度與會員符號運用 97 四、類型比較與未來發展 98 第三節 研究限制與建議 107 第四節 結語 109 參考文獻 110 附錄 124zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464028en_US
dc.subject (關鍵詞) 線上音樂展演zh_TW
dc.subject (關鍵詞) 線上演唱會zh_TW
dc.subject (關鍵詞) 消費體驗zh_TW
dc.subject (關鍵詞) 參與動機zh_TW
dc.subject (關鍵詞) 藝術經驗zh_TW
dc.subject (關鍵詞) 核心利益zh_TW
dc.subject (關鍵詞) Online Music Showen_US
dc.subject (關鍵詞) Online Concerten_US
dc.subject (關鍵詞) Consumer Journeyen_US
dc.subject (關鍵詞) Motivationen_US
dc.subject (關鍵詞) Artistic Experienceen_US
dc.subject (關鍵詞) Core Benefiten_US
dc.title (題名) 外帶演唱會!疫情時代下的線上音樂展演zh_TW
dc.title (題名) Takeaway Concert! Online Music Show During the Pandemicen_US
dc.type (資料類型) thesisen_US
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