| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 103 === Recently, pop musical industry was turned physical musical market into digital musical industry. The total musical industry was declined, but the pop musical concerts have become the newest businesscanvas in pop musical industry. Besides, Taiwan consideres as the early development of Chinese pop music. The student population was growing with Chinese pop music, and concerts creating irreplaceable experiences to attract customers are graduating rise.The student population is graduating financial independent and high degree of acceptance for new things. Therefore, more and more customers of student love watching pop musical concerts. They treat watching concerts as an entertainment and also support their favorite singer to leave a good memory.
In this research, we ponder this angle as start, and we study at student population in pop musical concert. We base on elaboration likelihood model. The customer will via central path or peripheral path to influence the purchase intention of concerts. In other words, central path means that customers areinfluenced by argument quality to enhance their purchase intention. However, peripheral path are influenced by reference groups which including informational, utilitarian and value-expressive influence to enhance their purchase intention. This research also discuss about the interfere effect of involvement, and reinforcing the purchase intention.
Sample of 316 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that argument quality and reference groups are important in the process of forming the purchase intention. Involvement are cause different impacts in the process. Therefore, based on the result, this suggested to those who want to promote the pop musical concert, could take more consideration theinfluence of involvement may cause, as consumer areinfluenced by argument quality or reference groups towards the campaign so as to raise people’s awareness and intention to purchasepop musical concert, and providing an enduring way which may not only raise intention to the current situation but giving an new consumption pattern that consumers may choose.
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