近年科技的轉變與進步帶來流行音樂產業的變化，其中包含過去以唱片銷售獲利為主的唱片公司也逐漸轉往「著作權授權使用」、「演藝經紀」、「展演活動」與「數位音樂」等方向發展，根據文化部102年流行音樂調查報告顯示，主要消費「數位音樂」的年齡集中在21-25歲，消費者獲得資訊的方式多以新媒體為主。本次調查以大學生為施測對象，接近數位音樂、新媒體的主要使用年齡，此次研究欲了解大學生對於音樂表演活動的消費特徵、影響消費決策的因素為何，並針對大學生有無修習過流行音樂課程，其消費行為的差異進行比較，也是本次研究的其中一項重點。研究採用問卷調查方式進行量化研究，有效問卷657份，以SPSS20.0作為分析工具。

研究結果得知，線上音樂平台確實為大學生最常購買的商品類型，其次是傳統CD，但是非法下載的比例接近半數，仍有繼續改善的空間。在購買演出時影響決策的因素包含購票管道便利性、附加價值活動、表演場地的舒適度、現場聲光效果等，而購買與否的影響關鍵是「每月可支配金額的多寡」以及是否「具有消費習慣性」兩者。最後有修過流行音樂課程的大學生，在流行音樂演出的消費力上較強、對於音樂祭的票價價格認知較接近市場行情，反之沒有修過課程的大學生對於價格認知偏低或無付費觀念。

本研究依據上述結果及其他各項數據顯示，針對音樂表演活動的票價、大學生音樂表演活動的消費習慣養成、針對大學生族群的行銷方式及管道等，提出相關建議。

In recent years the technological development has brought shifts to Pop music industries, including records companies that used to sell CDs as main profits have gradually transferred their focuses to “Copyright License Agreement” “Performance Management” “Exhibitions and Events” and “Digital Music”. Based on the 2013 Pop music survey from Ministry of Culture, the main cluster of consumers to “Digital Music” are 21 to 25 years old. They get the information chiefly from the new media. The target subjects are college and university students, who are approximate to the type of main consumers of digital music and new media. The research would like to analyze the consumption characteristics of the college students, and the factors that affect their consumption. What’s more, the research compared the fact whether students had taken any pop music courses will affect their consuming behaviors. The survey was conducted by questionnaires and the research was analyzed analytically. The number of effective questionnaires was 657 and SPSS 20.0 was the analysis tool.

The result showed that online music platforms were indeed the type of product college students purchased most, and the second type of product were traditional CDs. But the ratio of illegal downloading was approximate 50% which still had rooms for improvement. The factors affected college students to purchase performance tickets including the convenience of buying tickets, adding values of the activities, the comfort level of the performance areas, sound and light effects, etc. The key to purchase or not was “monthly disposable income” and “the purchase habits”. Lastly, college students who took pop music courses had the higher ability to purchase performance tickets. Their knowledge to the price of music festival was relatively close to the real market. In other hand, college students who didn’t take the pop music courses had less or no knowledge to the price.

Based on the results and the statistics showed above, the research gave related advice which aimed at the price of music performance, college students’ purchase habits in music performance, and the marketing strategies to college students.

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