本研究旨在探討影響演唱會平均票價的因素與其影響力。除演唱會舉辦地點、舉辦時間、銷售情況及策展商等與演唱會有直接關係的變數以外，本研究將焦點放在該場演唱會主演藝人於數位音樂媒體上的流量，觀察其是否會對演唱會的票券平均售出價格產生影響。

於本研究中所涵蓋之數位音樂媒體變數包含演唱會主演藝人官方頻道於 YouTube 上的瀏覽次數、Spotify上的串流次數以及 iTunes Music Store 上的數位單曲銷售量，試圖以此來捕捉藝人在影音串流、音樂串流以及數位銷售這三大數位音樂媒介上的表現，並分別採該領域的龍頭做為研究數據代表。

研究結果為將主演藝人於數位媒體上之流量視為是「藝人名氣」時，對於演唱會平均票價是具有影響力的。其中 YouTube 瀏覽次數的多寡帶來的是同向、正面效果，Spotify 串流次數的多寡則是反向、負面效果。但當以個體中心化之固定效果模型來衡量網路聲量增減對於平均票價的影響時，並無法觀察到影響，亦即無法證實流量的增減對於平均票價會產生影響。而 iTunes Music Store 上的數位銷售數據，則因為過去幾年該市場衰退過於迅速與嚴重，於本研究中相當可惜地無法得到結論。

This study aims to explore the factors affecting the average ticket price of live performances and their influence. In addition to the location of the concert, the time of the performance, the marketing strategies, the promoters and other variables directly related to the concert, the focus is more on the traffic of the starring artist on the digital music platform. To discuss whether the average ticket price of the concert will be affected by these factors.

The digital music media studied included the number of views by the leading artist of the concerts on YouTube, the number of streams on Spotify, and the sales of digital singles on the iTunes Music Store. Respectively capturing the artists' video streaming, music streaming, and digital sales performance, which are the three main media in the digital music era.

The results of the study confirmed that the starring artist's traffic on digital media can be related to the average ticket price of the live performances. Including the results of a generally positive impact by the number of views on YouTube and the generally negative impact by the number of streams on Spotify. Unfortunately, the sales data on the iTunes Music Store was excluded due the huge and unstable changing of the digital music purchasing market in the past few years.

學位論文審訂書 ................................................................................................................................. i
誌 謝 .....................................................................................................................................................ii
摘 要 .....................................................................................................................................................iii Abstract.................................................................................................................................................iv
圖 次 ................................................................................................................................................... vi
表 次 .................................................................................................................................................. vii
第一章 緒論........................................................................................................................................1
1.1 研究背景 .............................................................................................................2
1.2 研究動機與研究缺口 ...........................................................................................3
1.3 研究問題 .............................................................................................................5
第二章 文獻探討...............................................................................................................................6
2.1 音樂產業 .............................................................................................................6
2.2 串流音樂產業 ....................................................................................................13
2.3 演唱會產業........................................................................................................17
第三章 研究方法.............................................................................................................................20
3.1 研究資料與來源.................................................................................................21
3.2 分析工具 ...........................................................................................................37
第四章 研究結果.............................................................................................................................40
4.1 資料敘述統計 ....................................................................................................40
4.2 非完售下樣本分析結果......................................................................................45
4.3 完售下樣本分析結果..........................................................................................49
第五章 結論與建議........................................................................................................................57
5.1 研究結論 ...........................................................................................................57
5.2 研究結果實務意涵 .............................................................................................58
5.3 研究建議與未來方向 .........................................................................................58
參考文獻 ............................................................................................................................................60

1. 英文文獻
R. Scott Hiller and Jin-Hyuk Kim, 2013, "Online Music, Sales Displacement, and Internet Search: Evidence from YouTube". CAPRI Publication, 2014.
Tobias Kretschmer and Christian Peukert, 2015, "Video Killed the Radio Star? Online Music Videos and Recorded Music Sales". Information Economics and Policy, 2016.
Alejandro Zentner, 2009, "Ten Years of File Sharing and Its Effect on International Physical and Digital Music Sales". SSRN 1724444, 2009.
Alejandro Zentner, 2006, "Measuring the effect of music downloads on music purchases". Journal of Law and Economics, Vol. 49(1): 63–90, 2006.
Stan J. Liebowitz, 2011, "The Metric is the Message: How much of the Decline in Sound Recording Sales is due to File-Sharing?". Journal of Cultural Economics, 2011.
Stan J. Liebowitz, 2013, " How much of the Decline in Sound Recording Sales is due to File-Sharing?". Journal of Cultural Economics, Vol. 40(1), 2016.
Stan J. Liebowitz, 2005, " Pitfalls in Measuring the Impact of File -sharing on the Sound Recording Market". CESifo Economic Studies, Vol. 51(2-3): 439–477, 2005.
Stan J. Liebowitz, 2004, "Will MP3 downloads Annihilate the Record Industry? The Evidence so Far". Advances in the Study of Entrepreneurship, Innovation, and Economic Growth, Vol. 15: 229-260. 2004.
Peitz, Martin, and Patrick Waelbroeck, 2004, "The Effect of Internet Piracy on Music Sales: Cross-Section Evidence.". Review of Economic Research on Copyright, (1): 71–79, 2004.
Norbert J. Michael, 2006, "The Impact of Digital File Sharing on the Music Industry: An Empirical Analysis". Topics in Economic Analysis & Policy, Vol. 6(1), Article 18, 2006.
Marie Connolly and Alan B. Krueger, 2005, "Rockonomics: the Economics of Popular Music". NBER Working Paper No. 11282, 2005.

2. 中文文獻
文化部影視及流行音樂產業局. (2011). 流行音樂產業調查報告.
吳胤霆. (2018). 演唱會策展人因素對演唱會市場需求影響. 國立中山大學企業管理學系碩士論文.
彭譯瑩. (2018). 美國各州音樂類型偏好初探 - 一個 Pollstar 票房資料的應用. 國立中山大學企業管理學系碩士論文.
朱珮綺. (2016). 大眾評論對於電影院進場人次之影響-以台北地區電影院為例. 國立中山大學企業管理學系碩士論文.
江亦帆. (2009). 音樂產品七大製程分析. 江亦帆數位音樂中心數位音樂學程內容.

3. 網路資訊
IFPI - Global Music Report 2018 (2018)
IFPI - Global Music Report 2019 (2019)
Pollstar 官方網站
https://www.pollstar.com
Kworb.net
https://kworb.net
Spotify Charts
https://spotifycharts.com/regional
Spotify for Developers
https://developer.spotify.com
YouTube Charts
https://charts.youtube.com
Live Nation 官方網站
https://www.livenation.com.tw/about
Billboard - Millennials and Boomers Love Experiences, But Who Attends More Concerts?
https://www.billboard.com/articles/business/6671232/millennials-and-boomers-love-experiences-but-who-attends-more-concerts
Digital Music News - 2016 年美國音樂產業營收分佈概況 (2017)
https://www.digitalmusicnews.com/2017/06/07/music-industry-concerts-streaming/
Digital Music News - 2017 年美國音樂產業規模 (2018)
https://www.digitalmusicnews.com/2018/08/07/citigroup-music-industry-sales/
IQ magazine - 未來音樂產業成長預期 (2018)
https://www.iq-mag.net/2018/10/live-music-revenues-to-top-30bn-for-first-time/#.XO9N4S0W41I
Visual Capitalist – 美國過去 40 年實體與數位音樂拉鋸情況 (2018)
https://www.visualcapitalist.com/music-industry-sales/
Buzzpony Journal – 美國音樂產業營收分佈概況 (2018)
http://buzzpony.com/2018/02/music-industry-breakdown/
台灣政府產業人力供需資訊網 - 流行音樂產業分類 (未標明年份)
https://theme.ndc.gov.tw/manpower/cp.aspx?n=E20A501306E87CC8
Lifewire -串流音樂產業定義 (2019)
https://www.lifewire.com/what-is-streaming-music-2438445
Computerworld - iTunes Music Store市佔率 (2010)
https://www.computerworld.com/article/2518165/apple-controls-70--of-u-s--music-download-biz.html
ZDnet - iTunes Music Store市佔率 (2013)
https://www.zdnet.com/article/report-itunes-owns-74-percent-of-the-digital-music-market/
Tsung's Blog - 串流音樂產業拆唱比例 (2015)
https://blog.longwin.com.tw/2015/07/music-steaming-license-revenue-2015/
科技新報 – 串流音樂產業拆帳比例 (2017)
https://technews.tw/2017/06/23/apple-seeking-to-lower-rate-in-new-deals-with-record-labels/
科技新報 – 串流平台的角色 (2014)
https://technews.tw/2014/12/09/streaming-media/
Time – 泰勒絲撤下 Spotify 上所有專輯 (2014)
https://time.com/3554468/why-taylor-swift-spotify/
RIAA – NEWS
https://www.riaa.com/riaa-releases-2018-mid-year-music-industry-revenue-report/
tubefilter –YouTube 活躍用戶數量
https://www.tubefilter.com/2019/02/05/youtube-2-billion-monthly-users/