近年來在社群網絡的快速傳播與發展下，偶像透過各種社群平台吸引粉絲參與到偶像與粉絲彼此之間的互動中，因此偶像與粉絲之間的交流不再受限於地理位置或是時間上的限制，偶像藉由社群平台與粉絲進行互動，也進一步拉近偶像與粉絲之間的距離，而近年在台灣舉辦演唱會的歌手或偶像團體多不勝數，每次門票幾乎都在幾分鐘內全數售完。因此當偶像與粉絲之間的親密度越緊密，個體也更願意以實際行動表達對偶像的崇拜與喜愛，並在追星的過程中尋求對自身身分的認同，進而從中獲得歸屬感。因此本研究期望藉由粉絲群體認同、偶像崇拜、與演唱會門票購買意願之間的影響性，另以價格敏感度與社群信任作為干擾變項來探討是否會對於偶像崇拜與購買意願之間產生干擾效果，並將本研究結果提供給未來娛樂產業作為有用的參考。
本研究以網路問卷的形式發放，實際有效總問卷數量共達1,625份。研究結果證實，粉絲群體認同對於偶像崇拜產生正向顯著的影響，而偶像崇拜對演唱會門票購買意願也具有正向影響。另外研究結果也顯示粉絲群體認同對於價格敏感度與社群信任皆具有正向顯著影響，而價格敏感度與社群信任則產生干擾效果，弱化偶像崇拜與購買意願之間的關係。

In recent years, with the rapid development of community websites, idols can interact with their fans through the online community platforms. Thanks to the online community platforms, the interactions between idols and fans are not restricted by the space and time, and they become more easily to communicate with each other. Therefore, the distance between idol and his/her fan is much closer. In addition, there are many concerts held in Taiwan recently. Surprisingly, the concert tickets will be sold out almost in a few minutes every time. As the result, when the intimacy between the idols and the fans becomes closer, the fans are more willing to take the actions to express the love and support their favorite idols. During the process of following the idols, the individuals could build the identification and also obtain the sense of belonging. Therefore, the purpose of this study is to understand the relationships among the fans group identification, idol worship, and purchase intention of concert tickets. Moreover, taking price sensitivity and community trust as two moderators, this study investigates how these two moderators affect the relationship between the idol worship and purchase intention.
This research collected 1,625 valid questionnaires through the Internet. The empirical result of this study shows that the fans of group identification have significantly positive impact on idol worship, and idol worship has significantly positive impact on purchase intention. Furthermore, the fans of group identification have significantly positive impact on price sensitivity and community trust, respectively. Finally, this study also finds that price sensitivity and community trust weaken the relationship between idol worship and purchase intention.

致謝.... I
摘要.... II
Abstract........III
圖目錄... VI
表目錄... VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 粉絲群體認同 5
一、群體認同之定義 5
二、群體認同之相關研究 8
第二節 偶像崇拜 11
一、偶像崇拜之定義 12
二、偶像崇拜之相關研究 13
第三節 價格敏感度 16
一、價格敏感度之定義 16
二、價格敏感度之衡量構面 17
三、價格敏感度之相關文獻回顧 18
第四節 社群信任 20
一、虛擬社群 20
二、社群信任之定義 21
三、社群信任之構面與相關文獻 22
第五節 購買意願 24
一、購買意願之定義 24
二、購買意願之相關文獻回顧 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 變數操作型定義與衡量方法 34
一、購買意願 34
二、粉絲群體認同 34
三、偶像崇拜 36
四、價格敏感度 38
五、社群信任 39
第四節 問卷施測及蒐集方法 40
一、研究對象 40
二、抽樣方式 40
三、問卷蒐集管道 40
第五節 資料分析方法 41
一、敘述性統計 41
二、信度分析 41
三、探索性因素分析 41
四、相關分析 42
五、迴歸分析 42
第四章 研究結果分析 44
第一節 前測問卷之信度分析 44
一、前測問卷回收概況 44
二、前測問卷之信度分析 44
第二節 基本資料分析 46
一、正式問卷回收概況 46
二、敘述性統計 46
第三節 效度與因素分析 48
第四節 信度分析 52
第五節 相關分析 54
第六節 迴歸分析 54
第五章 結論與建議 59
第一節 研究結果 59
第二節 管理意涵 61
一、對學術理論的貢獻 61
二、對企業實質性的建議 63
第三節 研究限制 65
第四節 未來發展 66
參考文獻 67
一、中文文獻 67
二、英文文獻 68
三、網站部分 74
附錄：正式問卷 75

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