在時代環境的變遷中，流行音樂市場已由唱片銷售轉為演唱會及演藝周邊商品的獲利模式。在唱片公司的經營下，歌手開演唱會的次數越來越頻繁，也經常出現演唱會門票秒殺的情況，隨著網際網路的發達，網路直播也改變消費者的收視習慣，而付費演唱會直播是近年來，主辦單位為了讓分散在世界各地的粉絲能克服距離上的限制零時差看到演唱會，進而開始販售付費演唱會直播的票券，這樣形式的演唱會直播也在這幾年進入了台灣。
本研究以探討歌手知名度、知覺價值與付費演唱會直播之間的關係，建立架構與及假說發展，運用SPSS進行樣本描述性統計分析、相關性分析、信度及迴歸分析檢定。根據本研究之結果發現，提出學術意涵及實務建議，具體而言，歌手知名度影響付費演唱會直播的購買意願之因素，將有利於推廣付費演唱會直播，即提供相關單位之決策參考依據，期望能增加台灣影視產業獲利的新模式，也能提供消費者在觀看演唱會上能有新的選擇。
Due to the transform of the entertainment industry, holding concerts and selling the merchandise of the singers become the main ways to make a profit. By the management of the entertainment companies, singers are holding the concerts more frequently, and the tickets of the famous singers are always sold out in a flash. As the Internet becomes more and more popularity, the network service becomes more multifarious and varied. It makes live streaming changed the viewing behavior of everyone. Live concert Broadcast has came out for those whom can’t get the tickets of the famous singers or living in the other places far from the concert in these years.
In this study, a questionnaire survey was conducted to study the convenience of sampling the consumer. Using SPSS statistical analysis software, and adopt descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis to explore the relationship between the effect of awareness of singers, perceptual value and purchase intention of live concert broadcast.
Finally, the results indicate that awareness of singers is positively related to the purchase intention of live concert broadcast and perceptual value. The contribution of this paper has two aspects .The theoretical: the paper can answer the research problem. The practical: this paper can offer insights into awareness of singers and perceptual value as to how to enhance the purchase intention of live concert broadcast.
