現今娛樂產業中，音樂產業收入急劇下降，由於演唱會產品之消費機會有限，使得演唱會變得更具吸引力，收入日益增長。故，若能洞悉消費者之消費動機，為制定音樂活動中不可或缺之關鍵。
本研究探討消費者內在動機(釋放壓力，逃避現實及知覺享受)、外在動機(知覺價格、吸引力及社會影響)、愉快-喚起-支配及演唱會門票再購意願之關係。以看過演唱會之消費者為受測對象，採用便利抽樣方式，共發放303份有效問卷，以SPSS及SmartPLS進行分析。研究結果發現，於內在動機中，釋放壓力正向影響愉快、喚起及支配；知覺享受正向影響支配。愉悅、喚起、支配正向影響再購意願。於外在動機中，吸引力正向影響愉快、喚起及支配；社會影響正向影響支配。愉快正向影響再購意願。此外，於內在動機之中介效果檢定發現，愉快於釋放壓力、吸引力及再購意願間具有中介效果。於外在動機之中介效果檢定發現，支配於吸引力、社會影響及再購意願間具有中介效果。最後，根據本研究之結果發現，提出實務建議予製作演唱會相關業者作為決策參考依據。
With the recent entertainment industry, the income of music industry descends rapid-ly. Due to the limited opportunities of concerts products consumption, the concerts be-come attractive. Moreover, the income will grow gradually. Thus, to analyze the consum-er motivation is a crucial issue for producing music activities.
The purpose of this study is to explore the relationship among Intrinsic Motivation, Extrinsic Motivation, Pleasure Arousal Dominance and Repurchase Intention. Subjects with concerts-watching experiences are participated in this study. With convenience sam-pling, 303 copies of effective questionnaires are collected and analyzed with SPSS and Smart PLS. The findings are as follows: For Intrinsic Motivation, Relieving stress shows positive effect on Pleasure Arousal Dominance; Perceived enjoyment has positive effect on Dominance; Pleasure Arousal Dominance indicates positive effect on Repurchase In-tentions. On the other hand, for Extrinsic Motivation, Attractiveness influences Pleasure Arousal Dominance positively; Social influence shows positive effect on Dominance; Pleasure influences Repurchase Intentions positively. In addition, with the discussion of Intrinsic Motivation, the relationship between Relieving stress and Repurchase Intentions is mediated by Pleasure. With the discussion of Extrinsic Motivation, the relationship be-tween Attractiveness and Repurchase Intentions is mediated by Pleasure. In sum, accord-ing to the above results, the practical suggestions are provided to related operators of pro-ducing concerts.
