| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 103 === Musical modes are composed by different scales, most frequently occurred in major and minor modes, which joy and sorrow music can be written respectively. Listeners’ emotional sympathetic response can be inspired by using different modes. This study investigates whether the consumer belief, consumer attitude, or purchase intention could be affected by the emotional changing under different modes in casual cafe. Present study develops a model by Theory of Reasoned Action, using experimental design to verify the result. Homemade songs are used to ensure that the entire song purely belongs to one mode and to avoid the effect of familiarity in current songs. As to data analysis method, the tested samples are divided into modes and gender, which can form 2 × 2 groups. The following six results were :(1) Background music can enhance positive consumer belief, consumer attitude, and purchase intention (2) Major and minor music can all enhance positive consumer belief, consumer attitude, and purchase intention (3) In major and minor music mode, the distance of the difference of the consumer belief, consumer attitude, and purchase intention’s score before hearing and after hearing music, male result is larger than female result (4) Male are more likely to gain positive consumer belief, consumer attitude, and purchase intention then female in minor music environment (5) Female people are more likely to be affected by minor mode music, which can lower growth rate of the positive consumer belief, consumer attitude, and purchase intention (6) In a positive mood situation, people who listen to major music can easier gain positive consumer belief, consumer attitude, and purchase intention. This research can be used in leisure and recreation, and suggests that service providers can play different modes of music to stimulate consumer’s purchase intention.
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