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购物中心背景音乐节奏对冲动购物的影响: 消费者态度的调节作用
Alternative TitleMall Background Music Rhythm Impacts on Impules Purchases: the Mpderating Effect of Cpmsumer Attitudes
Thesis Advisor陈毅文
Degree Grantor中国科学院大学
Place of Conferral中国科学院心理研究所
Degree Name理学硕士
Degree Discipline应用心理学
Keyword背景音乐节奏 冲动性购物 消费态度 享乐主义 功利主义





Other Abstract

In spite of the fact that background music is an effective method to induce positive outcomes, there is a gap about the basic issue on how background music influences consumer behavior and emotion in the service environment, specia11y, in a shopping mall. In the domestic marketing and consumer research , previous research on hedonic and utilitarian attitudes and the complex interaction with background music on the attitude and retail outcomes,was rare.

This empirical study combined experimental method and questionnaire to investigate the inter relationships between background music and consumer attitudes. The underlying effects of music on their impulsive buying behaviors are also


In the study,either slower, gentle and soothing background music or faster, exciting and passionate background music was played in the afternoon in Chaoyang Joy City, a fashionable shopping mall in Beijing.700 customers shopping in malls are selected randomly, 665data are valid(177ma1es, 486fcmales).The results shown that consumers more likely to have impulsive buying,when the background music rhythm is faster. Consumers' shopping attitude moderated the effect of background music rhythm on impulsive buying,hedonic consumers declined to have more impulsive buying behavior under faster background music rhythm. While consumer with utilitarian attitude had similar number and amount of impulse spending between different background music rhythm.

While the background music is major element and tool of retail environment for enhancing sales,the theoretical and managerial implications of the study would be discussed, and we hoped to contribute to the understanding how background music and consumer attitudes impact on consumer behavior.

Document Type学位论文
Recommended Citation
GB/T 7714
马佳音. 购物中心背景音乐节奏对冲动购物的影响: 消费者态度的调节作用[D]. 中国科学院心理研究所. 中国科学院大学,2016.
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