The Influences of Background Music to Customers’ Repurchase Intention

• Main Authors: Le Kieu Cam Thu, 黎喬錦秋
• Other Authors: James Cho
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/t9tnc5

碩士 === 龍華科技大學 === 企業管理系碩士班 === 107 === Companies have long term understood the essential of store environment in enlarge the shopping repurchase intention, and previous investigation has examined the main impact of ambient stimuli such as background music. This research paper is based on the previous literatures to investigate the influence of background music in a retail store environment to consumers’ repurchase intention in Ho Chi Minh City in Vietnam. The required data were gathered and analyzed from 110 respondents joined in the two environment of soft and heavy background music. The Statistical Package for the Social Sciences (SPSS 20.0) was applied to evaluate the collected data. The method in this study includes reliability, factor analysis, regression, analysis of variance (ANOVA). The results show that background music related to pleasure dimension, arousal dimension and repurchase intention. Besides, pleasure dimension and arousal dimension also related to repurchase intention. The relation of background music and repurchase intention has a greater significant in heavy background music than soft background music.