現今，流行音樂已成為所有現場音樂表演類型中最廣為喜愛之音樂類型，除了佔有最大的市場規模外，流行音樂也居為音樂產業中的領導地位。此外，若比較消費者在流行音樂上的花費，現場表演也是當中所佔花費最高者。相較於過去，現場音樂表演的票券有更大的比例售完，尤其是受歡迎的表演者或是具有特殊主題、特殊目的性的演唱會。然而，仍然有不少演唱會，在表演當日仍難以售出一半的票卷，儘管表演者頗具盛名。因此，此研究將以計劃行為理論（Theory of Planned Behavior）探討消費者購票行為之影響因素。
以量化研究為基礎，此研究根據計劃行為理論進行問卷設計，並以線上方式發放與搜集資料。此外，此研究將前導因子的影響也納入探討，包含表演者的品牌形象、表演者的知覺產品品質、外在影響、人際影響、自我效能、便利條件，並進而探討演唱會的態度、主觀規範、知覺行為控制，對於演唱會購票行為意圖之影響。此研究有以下幾點發現：第一，表演者的品牌形象、表演者的感知產品品質對於演唱會態度具有正面影響；第二，外在影響、人際影響對於主觀規範有正面影響；第三，自我效能、便利條件對於知覺行為控制具有正面的影響；第四，演唱會的態度、主觀規範、知覺行為控制皆對演唱會購票行為意圖有正面的影響。

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.

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