後疫情現場演唱會再訪意願之調查

A Study on Intention to Revisit Live Concerts in the Post COVID-19

音樂節是指以主題為中心，由許多音樂演奏或歌唱團體聚集數天或數週進行表演的節日。其中現場演唱會指的是以單獨或集體演唱者為中心，在觀眾面前進行歌聲的現場舞台表演。對於觀眾而言，每個成功的現場演唱會都是一場讓歌手與觀眾狂歡的藝文休憩音樂活動饗宴。由於目前還未有研究，針對後疫情階段現場演唱會觀眾再訪意願進行調查。因此，本文以認知評價理論為基礎建立研究架構，包括影響再訪意願的二個直接因素（沈浸體驗、深刻記憶）及五個間接因素（觀眾熱情、觀眾互動、表演技能、自我一致、環境氛圍），以此豐富相關學術文獻。經由便利抽樣我們蒐集到148位有效研究對象。資料分析結果顯示，觀眾互動、表演技能、自我一致與環境氛圍四個前因變項會正向深化台灣民眾演唱會的沈浸體驗。其次，僅有自我一致與沈浸體驗會讓演唱會觀眾擁有深刻記憶，進而影響後疫情的演唱會再訪意願。

A music festival refers to a festival centered on a certain theme where many bands gather for several days or weeks to perform music. Among them, a live concert of pop music refers to a performance in which performers sing in front of the audience. Each live concert is a feast of music, a carnival for musicians and audiences. At present, few studies have focused on the antecedents and consequences of live concert audiences’flow experience during and after COVID-19. Based on the cognitive appraisal theory, we explore five antecedents of live concert audiences’flow experience (skill performance, service scape, self-congruence, audiences' passion and interaction) and two consequences (visitors’impressive memory and intention of revisit) to enrich relevant research. In this study, a total of 148 valid data were collected. Findings indicate that skill performance, service scape, self-congruence and audiences' interaction are all positively related to visitors’flow experience, which in turn positively affects visitors’impressive memory. Visitors’memory also has a positive effect on their intention of revisit.