- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
유통점의 배경음악에 관한 연구
Study on Background Music of Distributors
황희중 (Department of Global Trade, Korea National Open University)
Abstract
Purpose - This study focuses on clues that can clearly amplify the effects of background music. Review which store environments have a direct and positive impact on consumer responses, such as purchases. Research design, data, and methodology - This study focuses on clues that can clearly amplify the effects of background music. The purpose of this study is to examine what kind of store environment, combined with background music, has a direct and positive effect on consumer reactions such as purchase, and suggest future research directions. Results - The manager decides to use background music in the store because it is relatively inexpensive and easy to identify the emotional response of the consumer. In addition, appropriate background music lowers the psychological purchasing barriers of consumers. Previous studies have often not conducted a basic review of whether consumers perceive background music when it is used in retail stores. For example, it is necessary to make sure that the volume of the background music is loud enough and that the noise is properly excluded despite the congestion of the store so that the pure influence of the background music on the consumer can be measured. A way for store managers to clarify and differentiate their identity is to create a unique and satisfying store atmosphere for their customers. In order to help customers focus on their purchases, store managers must use marketing elements to integrate the five senses. And they should plan background music aiming at synergy effect of these five senses. In other words, in order to make the store atmosphere positive, it is not enough to have a suitable visual design interior or background music in the store, and consumers should have the opportunity to smell, taste and touch it directly. Conclusions - In conclusion, we hope that the following issues will be studied by several scholars in the future. It should be clarified that the impact of background music on customers varies depending on the customer's movement in the store, the selection of the background music genre order, and the timing (interval) of background music exposure to the customer.
- keywords
- Background Music, Retail Store, Distributor, Five Senses
참고문헌
Cameron, M., Baker, J., Peterson, M., & Braunsberger, K. (2003). The effects of music, wait-length evaluation, and mood on a low-cost wait experience. Journal of Business Research, 56(6), 421-430.
Chebat, J., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending A test of competitive causal theories. Journal of Business Research, 56(7), 529-539.
Cheng, F., Wu, C., & Yen, D. (2009). The effect of online store atmosphere on consumer's emotional responses – an experimental study of music and colour, Behaviour & Information Technology, 28(4), 323-334.
Demoulin, N. (2011). Music congruency in a service setting: The mediating role of emotional and cognitive responses. Journal of Retailing and Consumer Services. 18(1). 10-18.
Garlin, F., & Owen, K. (2006). Setting the tone with the tune: A meta-analytic review of the effects of background music in retail settings. Journal of Business Research, 59(6), 755-764.
Holbrook, M., & Anand, P. (1990). Effects of tempo and situational arousal on the listener's perceptual and affective responses to music. Psychology of Music, 18(2), 150-162.
Hulten, B. (2012). Sensory cues and shoppers’ touching behaviour: the case of IKEA. International Journal of Retail & Distribution Management, 40(4), 273-289.
Hwang, H., & Youn, M. (2018). Study on the Sampling of Distributors: Relating Olfactory Cues and Density of Shoppers. Journal of Distribution Science, 16(9), 59-63.
Jacob, C., Guéguen, N., Boulbry, G., & Sami, S. (2009). 'Love is in the air': Congruence between background music and goods in a florist. The International Review of Retail, Distribution and Consumer Research, 19(1), 75-79.
Kellaris, J., & Rice, R. (1993). The influence of tempo, loudness, and gender of listener on responses to music. Psychology & Marketing, 10(1), 15-29.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
Mattila, A., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273-289.
Michel, A., Baumann, C., & Gayer, L. (2017). Thank you for the music – or not? The effects of in-store music in service settings. Journal of Retailing and Consumer Services, 36(May), 21-32.
Morrison, M., & Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store Music and Aroma Influences on Shopper Behavior and Satisfaction. Journal of Business Research, 64(6). 558-564.
Roschk, H., Maria, S., Loureiro, C., & Breitsohl, J. (2017). Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color. Journal of Retailing, 93(2), 228-240.
Singhal, S., & Khare, K. (2015). Does sense reacts for marketing - Sensory Marketing. International Journal of Management, IT and Engineering, 5(5), 1-13.
Yalch, R., & Spangenberg, E. (2000). The Effects of Music in a Retail Setting on Real and Perceived Shopping Times. Journal of Business Research, 49(2). 139-147.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수