科技視覺吸引力對線上演唱會閱聽眾社會臨場感、擬社會互動與購票意願之影響

Abstract

自從全球遭受新冠肺炎疫情的衝擊以來,許多實體演唱會紛紛取消,流行音樂公司發展出線上形式,線上演唱會應運而生。為使消費者在觀賞線上演唱會時也能得到感官上的豐富享受,線上演唱會主辦單位透過許多可以強化視覺效果的科技,來提高線上閱聽眾的科技視覺吸引力。由於線上演唱會為一新興表演型態,在學術研究中目前仍屬初探階段,無論在演唱會等表演型態的研究或是線上消費者行為的研究領域都相當少見。本研究以此觀點出發,探討科技視覺吸引力對社會臨場感與擬社會互動之影響,並進一步瞭解上述前因對線上演唱會購票意願之影響。研究中以曾經舉辦過的兩場線上演唱會影片來進行調查,兩場演唱會分別為真人演唱會與虛擬歌手的演唱會。研究結果發現,消費者從線上演唱會所感受到的科技視覺吸引力會對社會臨場感與擬社會互動產生正向影響,進而提高其購票意願。此外,本研究亦進行中介分析,研究結果確認社會臨場感與擬社會互動在研究架構中的序列中介效果。本研究結果對於線上演唱會具有重要的學術貢獻與實務意涵。研究結論有助於線上演唱會相關業者的參考,並可使電子商務研究與消費者心理及行為研究之相關理論更形完整。

Due to the global impact of the COVID-19 pandemic, many physical concerts have been canceled, and pop music companies have developed and promoted online concerts to meet the needs of consumers. To enable consumers to enjoy abundant sensory entertainment when watching online concerts, companies use many technologies to enhance the visual appeal for online audiences. Online concerts are an emerging form of performance. The current research investigated the impact of technology-based visual appeal on the social presence and parasocial interactions to further understand the effects of the above-mentioned impact on consumers' purchase intentions for online concerts. The authors investigated the videos of two online concerts that have been held. These two concerts included one real-person singer and one virtual singer. The results showed that technology-based visual appeal positively influences social presence and parasocial interactions and both the two constructs positively influence purchase intention. Moreover, the results confirmed that both social presence and parasocial interaction mediate the relationship between technology-based visual appeal and purchase intention. This research also confirmed that the serial mediation of social presence and parasocial interaction on the relationship between technology-based visual appeal and purchase intention. The results suggest both social presence and parasocial interaction mediate the relationship between technology-based visual appeal and purchase intention. There are also many contributions for service providers of online concerts to understand consumers' needs better and strengthen the practical strategies for increasing consumers' intentions to purchase tickets.