服務場所中播放音樂特性、消費者心情與消費評價

Music Characteristics, Consumers' Mood, and Evaluations in Service Environment

鄧景宜(Ching-I Teng) ； 林韋銓(Wei-Chuan Lin)

《輔仁管理評論》 13卷3期 (2006/09) Pp. 91-109

https://doi.org/10.29698/FJMR.200609.0004

摘要

本研究探討服務場所中播放的音樂特性對消費者消費評價的影響力，是否受到消費者心情的中介。學術上具有檢視音樂所激發的消費者心情所扮演的中介角色的重要性。本研究設計一個實驗，獲得有效樣本247份，並以結構方程模式進行分析，發現音樂與服務場所的配適與消費者對音樂的喜好皆顯著地激發消費者正負面的心情，且可顯著地提高消費評價（顧客滿意與產品評價），但音樂激發的消費者心情對消費評價的影響力並不顯著。也就是音樂激發的心情並未中介音樂特性對消費評價的影響力。

關鍵字

音樂特性 ； 消費者心情 ； 消費評價 ； 結構方程模式

並列摘要

This study explored the influences of music characteristics on consumers' mood and consumption evaluations. The mediator role of consumers' mood in the relation between music characteristics and consumption evaluations was examined.We designed an experiment and use questionnaires to collect 247 valid samples. By using structural equation modeling technique, music fit with the service environment and consumer preference with the music were found to induce consumers' positive and negative moods, and simultaneously improve consumption evaluations (in terms of consumer satisfaction and product evaluation). However, music-induced consumers' mood was not found to influence consumption evaluations. That is, music-induced consumers' mood did not mediate the impact of music characteristics on consumption evaluations.

並列關鍵字

music characteristics ； consumers' mood ； evaluations ； structural equation modeling

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