社群參與、情感連結與品牌忠誠之關係探討─以流行音樂產業為例

The value of community participation and emotional linkage toward the brand loyalty in pop-music industry

陳奕寧(Yi-Ning Chen)

指導教授 ： 賴子珍

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

摘要

台灣流行音樂的發展，隨著時代變遷及科技發展的影響，唱片產業結構發生劇烈的變動，連帶改變唱片公司的行銷策略，新型態的流行音樂工業逐漸形成，慢慢發展出以偶像歌手的形象為中心的明星品牌趨勢，當「偶像」這個形象產生後，由於偶像崇拜的強烈情感動力，粉絲必然會對偶像相關的所有資訊產生興趣並企圖搜索，配合著網路資訊工具的應用，此時粉絲社群就扮演了滿足粉絲追星需求的重要工具與角色，也因此加強了粉絲對偶像的情感連結程度。唱片公司透過粉絲社群的集客效果，再將不同的音樂與周邊商品賦予偶像的象徵，使粉絲產生愛屋及烏的消費行為，不但拓展了透過偶像品牌形象所衍生的商機，也協助唱片公司建立了粉絲忠誠度。

而在國內流行音樂產業的相關研究，甚少討論社群參與、粉絲對偶像情感連結、歌手品牌形象等議題對歌手的音樂產品消費行為的影響。因此，本研究以量化方式，建立一個粉絲社群參與與其購買意願的模型分析，粉絲參與社群及其對偶像情感連結程度對明星品牌週邊產品消費行為之間關係的探討。

關鍵字

社群價值 ； 品牌熱愛 ； 品牌承諾 ； 品牌忠誠 ； 依附 ； 熱情 ； 愛情

並列摘要

Since Taiwan’s pop-music industry development has changed steadily with lifestyle and technology. The most influential change is the MP3 hardware and programming technology, P2P free download, and personal sharing is widely used, therefore, pop-music being spread in more channels and unlimited copying, reproduction, and consumption that allowed consumers to use various channels to obtain the free music. For influence of these reasons, the structure of the pop-music industry faces the dramatic challenges, which push record company to adjust their operation strategy. Under the situation, most record companies has to accounts for other music or singer related products to maintain their sales due the music piracy. They try to construct a line of product with the singer as the brand name, after the brand “idol” is created, fans essentially will be attracted by every piece of information and products that associated with the “idol” and will attempt to search for all the information they can find or collect things that related to him/her. Most of the time, one or more fans community will be established by fans or by music company, which plays an important role to fulfill the needs of fans to enhance their emotional linkage to idol. Record companies take the advantages to produce peripheral products with idol, to reduce the risk of pop-music market uncertainly and got the loyalty from fans toward their idol.

At present, there are seldom related researches about the relationship between community participation, emotional linkage from fans toward their idol to their purchase intention of peripheral products. Thus, the current study tried to explore the above attributes with quantification method in this research to analysis the value of community participation and emotional linkage toward the brand loyalty in pop-music industry.

並列關鍵字

brand commitment ； brand loyalty ； attachment ； passion ； love ； community value ； brand love

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