The Impact of Background Music Rhythm on Impulsive Buying: Moderating Effect of Shopping Attitude
| Autor: | Yi-Wen Chen, Jia-Yin Ma, Xin Li, Tong Liu |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Consumption (economics)
media_common.quotation_subject 05 social sciences Advertising behavioral disciplines and activities humanities Rhythm 0502 economics and business Impulse (psychology) 050211 marketing Psychology human activities health care economics and organizations 050203 business & management Consumer behaviour media_common |
| Zdroj: | DEStech Transactions on Economics, Business and Management. |
| ISSN: | 2475-8868 |
| DOI: | 10.12783/dtem/iceme2017/11757 |
| Popis: | This study investigates the effect of background music rhythm on impulsive buying in a real shopping center by combining questionnaire and manipulating background music rhythm. Meanwhile, the moderating effect of consumers’ shopping attitude is also investigated. In this study, 455 customers shopping in malls are selected randomly, 409 data are valid (103 males, 306 females). 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. This study had implications for improving consumption in shopping center and using background music to influence consumer behavior. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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