Factors Influencing Purchase Intention of Singing Concert: A Perspective from Theory of Planned Behavior

摘要

Nowadays the market size of pop music is the largest among all types of concerts and it has become the leading role in terms of revenue in music industry In addition live music performance of pop music is the music session that accounts for the largest in consumers’ music-related spending The concert tickets sold out much more easily than before especially the concerts of popular artists and special events However some singing concerts were hardly sold a half of tickets even the artists are prestigious Therefore in this study the Theory of Planned Behavior was adopted to understand the factors affecting consumers’ decision-making process on buying concert tickets Through quantitative research this study designed questionnaire and collected data based on the Theory of Planned Behavior By taking into consideration the influence of antecedents brand image of an artist perceived product quality of an artist external influence interpersonal influence self-efficacy facilitating conditions attitude toward a concert subjective norms and perceived behavioral control were adopted as the independent variables while intention to buy a concert ticket was adopted as dependent variable Data were collected online and the research findings could be concluded as follows First brand image of an artist and perceived behavioral control of an artist would generate positive effect on attitude toward a concert Especially brand image of an artist is more influential than perceived product quality on attitude toward a concert Second external influence and interpersonal influence would generate positive effect on subjective norms Especially interpersonal influence is more influential than external influence on subjective norms Third self-efficacy and facilitating conditions would generate positive effect on perceived behavioral control Especially facilitating conditions are more influential than self-efficacy on perceived behavioral control Fourth attitude toward a concert subjective norms perceived behavioral control would generate positive effect on intention to buy a concert ticket Among these attitude toward a concert especially is more influential

獎項日期	2018 7月 5
原文	English
監督員	Meng-Kuan Lai (Supervisor)