後疫情時代，隨著實體演唱會經濟強勁復甦與數位展演形式多元發展，演唱會電影逐漸崛起成為介於現場演出與線上影音之間的新興娛樂形式。本研究以SOR模型為理論框架，以現象級演唱會電影《泰勒絲：時代巡迴演唱會》為研究案例，探討觀眾之品牌偏好、沉浸體驗與感知獨特性對顧客滿意度與行為意圖之影響，並檢驗偶像崇拜之調節效果以及觀影形式所帶來的場域差異。
本研究採用量化調查法，針對曾觀賞《泰勒絲：時代巡迴演唱會》演唱會電影之觀眾進行網路問卷調查，共回收有效樣本682份。資料分析採用描述性統計、信效度分析、探索性因素分析、相關分析、線性迴歸、中介效果分析、調節效果分析及多變量變異數分析。
研究結果顯示：（1）品牌偏好、沉浸體驗與感知獨特性均對顧客滿意度具有顯著正向影響，其中以沉浸體驗之影響力最強；（2）顧客滿意度對行為意圖具有顯著正向影響；（3）顧客滿意度在品牌偏好、沉浸體驗、感知獨特性與行為意圖之間均扮演部分中介角色；（4）偶像崇拜顯著負向調節了品牌偏好、沉浸體驗與感知獨特性對顧客滿意度的影響路徑，即高偶像崇拜者之品牌偏好、沉浸體驗與感知獨特性對滿意度的正向影響反而較弱，與研究假設方向相反；（5）觀影形式方面，電影院組在沉浸體驗、顧客滿意度與行為意圖上顯著高於串流平台組；具體而言，在串流平台組中，品牌偏好與感知獨特性對顧客滿意度的正向影響較強；而在電影院組中，這兩條路徑的正向影響則顯著減弱；相對地，沉浸體驗對滿意度、以及滿意度對行為意圖的影響在兩組之間無顯著差異。

In the post-pandemic era, concert films have emerged as a hybrid format bridging live events and digital streaming. Using the S-O-R model, this study examines how brand preference, flow experience, and perceived uniqueness affect customer satisfaction and behavioral intention in the context of Taylor Swift: The Eras Tour, while exploring the moderating role of idol worship and viewing format differences.
A quantitative online survey collected 682 valid responses from viewers of the film. Analyses included descriptive statistics, reliability/validity, EFA, correlation, regression, mediation, moderation, and MANOVA.
The findings reveal the following:（1）Brand preference, flow experience, and perceived uniqueness all exert significantly positive effects on customer satisfaction, with flow experience demonstrating the strongest influence.（2）Customer satisfaction significantly and positively predicts behavioral intention.（3）Customer satisfaction serves as a partial mediator in the relationships between each of the three antecedents — brand preference, flow experience, and perceived uniqueness — and behavioral intention.（4）Idol worship significantly and negatively moderates the paths from brand preference, flow experience, and perceived uniqueness to customer satisfaction; that is, among high idol worship respondents, the positive effects of these three antecedents on satisfaction are comparatively weaker — a direction contrary to the original hypotheses.（5）Regarding viewing format, cinema audiences scored significantly higher than streaming platform audiences on flow experience, customer satisfaction, and behavioral intention. Specifically, among streaming platform viewers, brand preference and perceived uniqueness exerted stronger positive effects on customer satisfaction, whereas these two paths were significantly attenuated among cinema viewers. By contrast, the effect of flow experience on satisfaction and the effect of satisfaction on behavioral intention did not differ significantly between the two groups.

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