| Summary: | 碩士 === 南臺科技大學 === 休閒事業管理系 === 106 === In the 21st century, with innovation and technology and convenient dense network, accelerate the development of global digitization. Simultaneously the music market has undergone dramatic changes, Live Concerts, Downloads and Streaming become more popular than Physical Music. Especially Live Concert, a place can lets Audience not only experience the awesome sound and light effects through equipment, but also can actual communication with participants. It's the most typical experience product in the entertainment industry, Live Concert shows the unique value, because in this experience era, hedonism is being ushered out, more people pursuit of spiritual satisfaction. So when we entering the online age, more necessary to understand the Audience, for them what the Live Concert's attractive will be, then starting from the basic planning through more to make consumers get more surprises and satisfaction.
Therefore this study is from the Audience View, starting with experience marketing. First in qualitative research by in-depth interviews to explore the Audience's experience in the whole process of participating Live Concerts and their Behavioral Intention. We discover the concept of Experience Quality comprise of three dimensions (1) Physical Surroundings there have four sub-dimensions inside: Atmospheric, Concentration, Imagination and Surprise, (2) People have three sub-dimensions: Main Performers, Other Audiences and Audience's Companions, and (3) the Audience. Second conducted quantitative research, performed exploratory factor analysis and confirmatory factor analysis develop an instrument of the Live Concerts Experience Quality for assessing the psychometric properties. Final, conducted a structural model for confirming the Quality of the Live Concerts Experience have a significant positive effect on the Audience's Behavioral Intention.
Live entertainment and management company can application the Live Concerts Experience Quality Scale, find out what the Audience's concert attraction, and use for planning more suitable program, make marketing campaign closer Audience's desire. It's also useful on research the same type of Performing arts or exploring different type of Audiences. Expect the activity design and arrangement could be able to satisfy different kinds audiences, finally reach the goal of foster Audience loyalty.
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