後疫情時代獨立樂團樂迷消費行為之研究

A behavior Research of Indie music fans in the Post-Pandemic

台灣獨立音樂在音樂市場逐漸趨向流行，漸漸拓寬了市場版圖、音樂概念、影響力。但在近年疫情的出現使得音樂產業受到了較大的影響和衝擊。我們正處於後疫情時代，雖已研究出許多防控疫情的對策，但仍無法讓疫情完全消失，音樂產業正面臨著巨大的挑戰。本研究以獨立樂團樂迷的消費行為為研究對象，先進行文獻探討，定義研究中探討的獨立樂團和後疫情時代所帶來的影響因素，分析影響樂迷消費者行為、音樂產業的結構。接著以網絡問卷的調查方式，調查獨立樂團樂迷的忠誠度、購買意願、消費動機以及樂迷受到後疫情時代的影響力，用五點量表進行量測，再針對結果進行樣本分析和回歸分析，主要分析忠誠度、購買意願、消費動機與疫情影響力之間關係，以及樂迷影響音樂產業轉型接受度的相關因素。結果顯示，購買意願對疫情影響力有顯著影響，說明購買意願越大，消費受到後疫情時代的限制越小。樂迷的線上互動率與轉型接受度有顯著影響，說明樂迷線上參與互動越多，越易接受線上演出的新形式。根據上述研究發現，討論其結果的原因，並供日後獨立樂團和音樂產業活動策劃經營參考。

Taiwan indie music gradually trends in the musicmarket, broaden the market territory, music concept,influence. However, the COVID-19 has affected themusic industry in recent years. Under the policies andsocial atmosphere, many music festivals and musicactivities are canceled or delay. The COVID-19 highlightsthe uncomfortable local market, and the music industryshould think about it. Now that we are in the Post-Pandemic, although we have been studied many waysto prevent and control the COVID-19, it is still unable tomake the COVID-19 disappear, and this industry is facinghuge challenges. In this study, the research object is theconsumption behavior of indie music fans. First, definesthe indie music in this study and the COVID-19 broughtinfluencing factors, and analyzes the influence of musicfans' consumer behavior and the structure of the musicindustry. Then, in the survey of the network questionnaire,investigate the indie music fans loyalty, consumptionmotivation, consumption motivation and Fans affectedby the COVID-19, measure the measurement with fivepoints, and then conduct sample analysis and regressionanalysis of the results. The analysis mainly analyzesthe relationship between loyalty, purchase intention,consumption motivation and the influence of theCOVID-19, as well as the relevant factors affecting theacceptance of the music industry transformation. Theresults show that purchase intention has a significantimpact on the influence of the COVID-19, indicatingthat the greater the purchase intention, the less restrictedconsumption in the Post-Pandemic. The onlineinteraction rate of music fans has a significant impact on the acceptance of transformation, indicating that themore online participation and interaction, the easier it isto accept online performances. According to the abovestudies, the reasons for the results are discussed, and thereference management reference for indie music bands ormusic industry activities in the future.