偶像粉絲群體認同、偶像崇拜及演唱會門票購買意願之關聯－以價格敏感度與社群信任為干擾變項

The Relationships among Idol Fans of Group Identification, Idol Worship and Purchase Intention of Concert Tickets -Price Sensitivity and Community Trust as Moderators

林子雯(Tzu-Wen Lin) ； 王昱凱(Yu-Kai Wang)

《科際整合管理研討會》 2018第20屆 (2018/08) Pp. 768-783

https://doi.org/10.6495/CIMBM.201806.0052

摘要

近年來在社群網絡的快速傳播與發展下，偶像透過各種社群平台吸引粉絲參與到偶像與粉絲彼此之間的互動中，偶像藉由社群平台與粉絲進行互動，也進一步拉近偶像與粉絲之間的距離。因此本研究欲探討粉絲群體認同、偶像崇拜、演唱會門票購買意願、價格敏感度與社群信任之間的影響性。本研究結果實際有效總問卷數量共達1,625份，並證實粉絲群體認同對於偶像崇拜產生正向顯著的影響，而偶像崇拜對演唱會門票購買意願也具有正向影響。另外研究結果也顯示粉絲群體認同對於價格敏感度與社群信任皆具有正向顯著影響，而價格敏感度與社群信任則對於偶像崇拜與購買意願之間產生明顯的干擾效果。

關鍵字

粉絲群體認同 ； 偶像崇拜 ； 價格敏感度 ； 社群信任 ； 購買意願

並列摘要

The purpose of this study is to understand the relationships among the fans group identification, idol worship, purchase intention of concert tickets, price sensitivity and community trust. This research collected 1,625 valid questionnaires. The empirical result of this study shows that the fans of group identification have significantly positive on idol worship, and idol worship has significantly positive impact on purchase intention. Furthermore, the fans of group identification have significantly impact on price sensitivity and community trust, respectively. Finally this study also finds that price sensitivity and community trust weaken the relationship between idol worship and purchase intention.

並列關鍵字

group identification ； idol worship ； price sensitivity ； community trust ； purchase intention