自2020年以來，因為新冠疫情的影響，許多國內外的演場會都改由線上演唱會的模式。其中最成功的案例為在2020年10月10日、11日韓國男子團體防彈少年團舉辦線上演唱會《MAP OF THE SOUL ON:E》，在191個國家/地區播放，總共吸引了大約993,000人上線觀看，總收入高達4700萬美元。由2020年線上演唱會帶來的收益來看，線上直播演唱會是具有很大的商機，所以此研究想探討的是影響粉絲購買門票的關鍵因素為何？粉絲對線上演唱會的滿意度如何？在疫情結束之後，線上演唱會能否取代實體演唱會？
本研究以劇場理論觀點（Dramaturgical Theory）中的四大架構整理線上演唱會的關鍵因素，在透過階層分析法（Analytic Hierarchy Process）設計問卷，並整理出成對比較矩陣，並計算出個關鍵要素之相對重要性比值。
本研究經過實證後得出，粉絲在做線上演唱會的購買決策時，以歌手構面的因素最大，表演構面的因素第二，粉絲構面的因素第三，而場景構面的因素最小。不管是以「線上演唱會」或是「實體演唱會」作為場景，粉絲重視的關鍵因素有高度重疊。我們可以得到影響粉絲決策並不是場景，而是哪一個場景可以讓粉絲有更好的觀賞互動與體驗，如果線上演唱會可以更好的呈現內容之精采程度、歌手之態度與行為表現、聲光效果以及歌手之專業能力的話，線上演唱會取代實體演唱會是可行的。

Because of the Covid-19, many physical concerts have been forced to switch to online concerts. The purpose of this research is to understand what influence the fans the most when the fans are deciding to watch an online concert, how they feel about the online concert, moreover, when the pandemic is over, will online concerts still a good choice?
This study organizes the key factors of online concerts based on the four major frameworks of Dramaturgical Theory. The questionnaire is designed based on the Analytic Hierarchy Process, and the comparison matrix is sorted out, and the relative importance ratio of key factors are calculated.
This study concluded the singer dimension is the most important factor and the scene dimension is the least important factor. . Whether it is an "online concert" or a "physical concert" as the scene, the key factors that fans put emphasis on are highly overlap. We realize that it is not the scene that influences the decision-making of fans, but which scene allows fans to have a better viewing interaction and experience. If online concerts can better present the splendor of the content, the attitude and behavior of the singer, the sound-and-lighting effect etc., it is feasible to replace physical concerts with online concerts.

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