A Study of Online Live Concert Consumer Habit Based on the UTAUT2 Model

• Main Authors: Chi-pei Liu, 劉淇沛
• Other Authors: Wen-Tai Lai
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/97faf7

碩士 === 文藻外語大學 === 國際事業暨跨文化管理研究所 === 106 === Since the Recorded Music market has declined, and the Experience Economy has risen up. “Concert” which regarded as a kind of promotional campaign is getting thriving. Due to this developing trend, as the digital technology was growing, the Online Live Concert became a new kind of music service; furthermore, it also brought profit to the POP music industry and supporting industry. Online Live Concert service in Taiwan is still in development phase. So what are the consumer purchase intentions? Will the factors influence consumer purchase intentions? The questions about the development of the Online Live Concert are the topics which have to be concerned. But, so far, there does not have any objective research about these topics. This research used quantitative way to combine Unified Theory of Acceptance and Use of Technology 2 for infrastructure. After providing the questionnaires, used Structural Equation Modelling (SEM) for empirical analyzing. The purpose of the analysis was to investigate the affecting factors of behavior intention when consumer purchase on Online Live Concert service. The result of the empirical analyzing shows that the factors of “performance expectancy, price value and habit” have positive and significant influence when consumer purchase in Online Live Concert service. On the other hand, the factors of “effort expectancy, social influence, facilitating conditions and hedonic motivation” have insignificant influence when consumer purchase on Online Live Concert service.