探究獨立樂團周邊產品屬性對購買意願之影響

On The Influence Of Indie Band Merchandise Attributes On Purchase Intention

近年來，獨立音樂的文化在台灣迅速擴散，帶起樂團的風潮，逐漸變得大眾化、普及化，使台灣流行音樂產生新的樣貌。而獨立樂團多為自立營運模式，周邊產品的販賣則是一個為樂團帶來收益較為有效的途徑。但許多樂團對於周邊產品的開發設計和規劃仍缺乏經驗，且獨立樂團的消費者具有獨特性。因此本研究旨探討獨立音樂周邊產品的周邊產品的屬性對消費者購買意願的影響，採用的研究方法為問卷調查法，共計回收271份有效問卷，透過問卷調查分析消費者的背景分佈、參與經驗，並探究涉入度、產品屬性與消費者購買意願之間的關聯與影響作用。研究結果顯示，消費者的涉入度、產品屬性、購買意願之間有統計上的顯著相關，且周邊產品的外觀設計、功能、品牌、象征性屬性皆對消費者的購買意願有顯著影響。本研究建議對樂團在產品設計規劃時對屬性進行加強，並根據受眾的特性做出調整。

In recent years, indie music culture has spread rapidly in Taiwan. Indie music to be a hit, which have gradually become popular and popularized. Taiwanese pop music has emerging. Indie bands mostly operate by themselves, as for band, sale merchandising is an important way for living. However, many bands don’t have design products experience, and indie music consumers are uniqueness. Therefore, this study aims to explore the impact of peripheral product attributes of independent music peripheral products on consumers' purchase intention. The research used questionnaire survey method. The questionnaire survey collected 271 valid questionnaires. Through the questionnaire survey, the background distribution and participation experience of consumers were analyzed, and the correlation and influence between involvement, product attributes and consumer purchase intention were explored. The research results show that there is a statistically significant correlation between consumer involvement, merchandise attributes, and purchase intention, and the appearance design, function, brand, and symbolic attributes of peripheral products all have a significant impact on consumers' purchase intention. This study suggests that the bands should strengthen its attributes during product design planning, and make adjustments based on the audience characteristics.