近年來，現場演唱會已成為音樂愛好者追求的一種極具吸引力的娛樂活動。透過專業的規劃和設計，在特定的場地中打造出一場讓觀眾共同感動和沉浸其中的音樂盛宴。現場演唱會不僅僅是音樂的展示，更是一種集音樂、視覺和情感體驗於一體的全方位感官享受。觀眾在其中不僅僅是聽者，更是參與者，他們可以與演唱者互動，共同創造出一種獨特的氛圍和體驗。
本研究以探討偶像崇拜、消費價值與現場演唱會再購意願之間的關係，建立架構及假說發展，利用SurveyCake製作問卷，透過網路平台Dcard及Instagram發放問卷，針對有熟悉的歌手或是團體並且參與過該歌手或團體之現場演唱會者作為調查對象，共蒐集271位研究樣本，運用SPSS進行敘述性統計分析、信度分析、相關分析及迴歸分析。實證結果顯示，偶像崇拜對於現場演唱會再購意願有正向顯著影響，而在偶像崇拜與現場演唱會再購意願中置入消費價值做為中介變數後顯示消費價值在此關係中有部分中介效果。通過本研究結果，可以更加深入地理解消費者行為，並為文化產業的發展提供實質性的參考，也能為演唱會的策劃方提供具體的建議，以提升整體的消費體驗，增加再次購票的動力。
In recent years, live concerts have become a highly attractive form of entertainment for music enthusiasts. Through professional planning and design, a music feast that evokes shared emotions and deep immersion for the audience can be crafted in specific venues. Live concerts are not merely showcases of music but a comprehensive sensory experience that combines music, visual elements, and emotional engagement.
This study aims to explore the relationship between idol worship, consumption val-ue, and the repurchase intention of live concert tickets. By establishing a framework and developing hypotheses, a questionnaire was created using SurveyCake and distributed through online platforms such as Dcard and Instagram. The survey targeted individuals familiar with a singer or band and who had attended their live concerts. Descriptive sta-tistical analysis, reliability analysis, correlation analysis, and regression analysis were conducted using SPSS.
The empirical results show that idol worship has a significant positive impact on the willingness to repurchase live concert tickets. Additionally, when consumption value is introduced as a mediating variable between idol worship and the willingness to repur-chase, the results indicate that consumption value has a partial mediating effect on this relationship. Through the findings of this study, a deeper understanding of consumer behavior can be achieved, providing substantial references for the development of the cultural industry. Furthermore, it offers specific recommendations for concert planners to enhance the overall consumption experience and increase the motivation for repeat ticket purchases.
