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研究生：	黃昭智 Huang, Chao-Chih
論文名稱：	臺灣流行與獨立音樂現場演唱會吸引力評價模式之研究 Evaluation Mode of the Attractiveness of Live Pop and Independent Music Concerts in Taiwan
指導教授：	孔憲法 Kung, Shiann-Far 陸定邦 Luh, Ding-Bang
學位類別：	博士 Doctor
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2019
畢業學年度：	107
語文別：	英文
論文頁數：	91
中文關鍵詞：	演唱會、吸引力因子、吸引力類型、心理期望、流行音樂、獨立音樂
外文關鍵詞：	concert, attractiveness factor, attractiveness type, psychological expectation, pop music, independent music
相關次數：	點閱：210 下載：2
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近代的人們在數位科技時代的來臨下，消費者強調於更高的生活品質與獲取更好的休閒娛樂體驗。在參與現場流行音樂演唱會一直很受歡迎之際，線上影音平台的出現影響了這些活動以新的效果感受於更加個性化和直接的方式推廣藝人。然而，就聆聽或享受音樂而言，究竟演唱會存在何種吸引力？令消費者願意花費遠比購買實體唱片或網路付費下載數位音樂更高的價格，體驗演唱會一次性感動與片刻，實是一個值得探索的研究議題。因此，本研究以臺灣地區大小型現場演場會的吸引力為議題，透過EGM（Evaluation Grid Method）的深度訪談，探討演唱會吸引力的可能因子，並藉由演唱會吸引力主觀評價調查模式與數量化一類（Quantitative Theory Type I）的線性統計分析，歸納出影響消費者對演唱會的心理期望的關鍵吸引力因子。本研究結果將可作為演唱會籌劃團體的籌備運作與設計實務參考，其研究方法與程序概念亦可延伸至其他吸引力議題的學術或實務探討。

In the modern digital-technology era, consumers insist on a higher quality of life and access to ever better recreational and entertainment experiences. While participating in live pop concerts has always been popular, the emergence of online music video platforms has imbued such events with a new sense of purpose in promoting the artist in a more personal and immediate style. However, the determinants of concert attractiveness are yet to be explored. In particular, the factors underpinning the willingness of consumers to pay prices considerably higher than those of purchasing physical albums or downloading digital music to experience the one-time emotions of a concert are not yet clear. Accordingly, this thesis performs in-depth interviews and the Evaluation Grid Method to investigate the attractiveness of large and small concerts in Taiwan. A subjective evaluation survey mode of concert attractiveness and a linear statistical analysis technique based on Quantitative Theory Type I are then used to infer the critical attractiveness factors which determine consumers’ psychological expectations toward concerts. The findings of this research are expected to serve as a useful source of reference for concert organization teams in preparing future concerts. Moreover, the study methods and procedural concepts employed herein can be extended to other academic or practical investigations of attractiveness.

Table of Contents

摘要………………………………………………………………………………………….i
Abstract…………………………………………………………………………………......ii
誌謝………………………………………………………………………………………...iii
Table of Contents…………………………………………………………………………iv
List of Tables………………………………………………………………………….......ix
List of Figures………………………………………………………………………….....xi

Chapter One Introduction……………………………………………………………….…..1
1.1 Research Motivation...……………………………………………………………..1
1.2 Studies on Attractiveness…………………………………………………………..3
1.3 Research Purposes…………………………………………………………………5
1.4 Research Scope and Limitations…………………………………………………...6
1.5 Dissertation Organization and Structure…………………………………………...8

Chapter Two Literature Review…………………………………………………………....12
	2.1 Taiwan pop music industry evolution background………………………………..12
		2.1.1 The Japanese colonial period in Taiwan and after the end of the World War 			 II………………………………………………………………………….12
		2.1.2 National government period………………………………………………14
		2.1.3 Local progression period………………………………………………….14
		2.1.4 The period of Taiwan's Post-Martial Law era…………………………….14
		2.1.5 Period of globalization……………………………………………………15
	2.2 Pop music venue and consumption mode………………………………………..15
2.3 Music Contexts and Roles………………………………………………………..18
		2.3.1 Music and recreation……………………………………………………...18
		2.3.2 Music listening habits……………………………………………………..20
		2.3.3 Roles and effects of live pop music concerts……………………………..20
		2.3.4 Music for physical and mental health……………………………………..22
2.4 Studies on Attractiveness…………………………………………………………22
		2.4.1 Development status of products, games, animation and visual design…...23
		2.4.2 Attractiveness of live music concerts……………………………………..24
2.5 Research and Analysis Methods………………………………………………….24
		2.5.1 Methods used to study attractiveness in previous related research……….25
		2.5.2 Previous research cases using EGM and QTT1 techniques………………25
		2.5.3 Suitability of EGM and QTT1 for present research purposes…………….26
2.6 Independent Music……………………………………………………………….27
		2.6.1 Current independent music production…………………………………...27

Chapter Three Research Implementation Procedure and Methods………………………..29
	3.1 Evaluation Mode of Attractiveness of Large Music Concerts…………………….31
		3.1.1 Selection of large music concert cases and visualization of music concert 				 samples……………………………………………………………...........31
		3.1.2 Exploration of possible attractiveness factors and consumers’ psychological 			 expectations toward large music concerts………………………………..34
		3.1.3 Construction of three-layer hierarchical diagram for evaluation of 					 attractiveness of large concerts…………………………………………...35
		3.1.4 Attributive definitions of large music concert cases and attractiveness 				 factors and types………………………………………………………….38
		3.1.5 Subjective evaluation survey mode of large music concert attractiveness…39
	3.2 Evaluation Mode of Attractiveness of Small Music Concerts…………………….40
		3.2.1 Selection of small music concert cases and visualization of music concert 			 samples…………………………………………………………………...41
		3.2.2 Exploration of possible attractiveness factors and consumers’ psychological 			 expectations toward small music concerts……………………………….44
		3.2.3 Construction of three-layer hierarchical diagram for evaluation of 					 attractiveness of small concerts…………………………………………..45
		3.2.4 Attributive definitions of small music concert cases and attractiveness 				 factors and types………………………………………………………….48
		3.2.5 Subjective evaluation survey mode of small music concert attractiveness...49
	3.3 Construction of Relational Models for Subjective Evaluation of Concert 			   Attractiveness and Identification of Key Attractiveness Factors for Large and 		   Small Music Concerts……………………………………………………………50
		3.3.1 Construction of relational models for subjective evaluation of attractiveness 			 of music concerts…………………………………………………………50
		3.3.2 Identification of key attractiveness factors for large and small music 					 concerts…………………………………………………………………...50
	3.4 Comparison and Explanation of Similarities and Differences among Key 			   Attractiveness Factors for Large and Small Music Concerts…………………….52

Chapter Four Subjective Evaluation Results for Concert Attractiveness………………….53
	4.1 Relational Models between Attractiveness Factors and Psychological Expectations 	   of Consumers for Large-Scale Concerts………………………………………….53
	4.2 Relational Models between Attractiveness Factors and Psychological Expectations 	   of Consumers for Small-Scale Concerts…………………………………………57
	4.3 Critical Attractiveness Factors (CAF) for Large and Small Concerts…………….61

Chapter Five Discussion of Research Results……………………………………………..64
	5.1 Similarities and Differences between Psychological Expectations of Consumers for 	   Large and Small Concerts………………………………………………………..64
	5.2 Similarities and Differences between Key Attractiveness Factors of Large and 		   Small Concerts…………………………………………………………………...66

Chapter Six Conclusions and Suggestions………………………………………………...68
	6.1 Research Results………………………………………………………………….68
	6.2 Future Research Suggestions……………………………………………………..70

References…………………………………………………………………………………73
Appendices………………………………………………………………………………...80
	Appendix 1 Basic personal information of the respondents in section 3.1.2..……….80
	Appendix 2 Basic personal information of the respondents in section 3.1.4..……….80
	Appendix 3 Basic personal information of the respondents in section 3.1.5...............81
	Appendix 4 Basic personal information of the respondents in section 3.2.2…………..84
	Appendix 5 Basic personal information of the respondents in section 3.2.4…………..85
	Appendix 6 Basic personal information of the respondents in section 3.2.5…………..85
	Appendix 7 Glossary: English terms listed in Figure 3.3 to Chinese………………….87
	Appendix 8 Glossary: English terms listed in Figure 3.6 to Chinese………………….89
	Appendix 9 Figure 3.4 (Web-based survey in Chinese version)………………………91
	Appendix 10 Figure 3.7 (Web-based survey in Chinese version)……………………..91

                                    

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