The effect of background music on buyers’ intention to shop- a controlled study in retail electronic store.

• Main Authors: I-Pin Lin, 林宜頻
• Other Authors: Rong-Hwa Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/16671931165001830885

碩士 === 輔仁大學 === 管理學研究所 === 98 === The primary aim of this study is to determine the effect of consumers’ perception of background music as pleasure and or preference on their shopping intentions. The study was conducted in a conventional electronic appliance retail store. According to relevant research, studies evaluating the influence of background music on purchase intention in domestic electronic appliance retail stores are limited. In addition, in this controlled experiment, we combined two variables of background music to study the influence of different dimensions of music on customer’s intention to shop. Independent variables were “preference” and “pleasure”. Dependent variable was “shopping intention”. Subjects viewed a pre-recorded video presentation of the store with the incorporation of different background music. Questionnaires were given and completed at the end of the presentation. Data were collected and processed by computer for interpretation using SPSS15.0. Three statistics methods were used to generate experiment results. Firstly, understand questionnaire response rate. Secondly, descriptive statistics was used to quantitatively describe the proportion of samples in each variable group. Third step, Reliability analysis was used to test reliability. And Pearson product-moment correlation coefficient was used to measure the correlation between the variables. Experiment found the following results: (1) The perception of background music as happy is positively correlated with greater shopping intention. (2) The perception of background music as liked is positively correlated with greater shopping intention.