背景音樂節奏對網路購物影響之研究

本研究解釋背景音樂節奏，對於網路購物購買意願的影響過程，其結果有效幫助於網頁的設計。透過背景音樂的刺激來提升消費者購買意願，需在適當的購物情境下的操作才能有效,研究針對背景音樂的影響過程，提出重要的干擾因子(產品類別)與中介因子(信任)，藉以釐清過去研究結果不一致的原因，以找出背景音樂發揮網路購物效益的關鍵要素。作者運用相似的實驗設計，進行了前三個實證研究來解釋背景音樂節奏的影響效果。所有的統計分析結果皆支持研究的主要假設：背景音樂節奏正向影響消費者的激發情緒，而產品類別會干擾激發情緒對於愉悅情緒的影響，當處於網路購買享樂性產品的情境之下，激發情緒可有效提升消費者愉悅情緒，然而若處於網路購買功用性產品的情境之下，激發情緒的影響效果則不顯著。此外，消費者於網路購物時，其對網站的信任度將中介愉悅情緒提升購買意願的影響。網路商店欲採用如同背景音樂的相關環境氣氛因子刺激時，需搭配消費者當下的購物情境，才能有效發揮效益，進而改善於網路商店內的購物意願。在確認背景音樂的效用與適用時機之後，研究繼續進行第四個實驗，加以驗證消費者知覺受到情境因子的偏誤效果時，將可能採行判斷的修正，其修正方向將以所受到偏誤影響的反方向進行。本研究根據研究結果提出管理意涵與建議。然而，其中仍存有部分研究限制，有待未來研究更深入進行探討。

關鍵字

激發情緒；背景音樂；電子商務；享樂性；愉悅情緒；購買意願；信任度；功用性

並列摘要

This research examines the impact of background music tempo, an emotional stimulus, on consumer attitude in online shopping. It made a contribution to Web site design. Three empirical studies based on the same experimental design were conducted to examine the influence of background music tempo. The results of the studies supported the study’s main hypothesis: background music tempo positively affects consumer arousal. It also suggests that product category moderates the influence of arousal on pleasure such that a positive effect occurs when shopping online for hedonic products but not for utilitarian products. In addition, consumer trust mediates the positive influence of pleasure on purchase intention. After confirming the influence of background music, Study4 shows that consumers are more likely to correct their judgments in a direction opposite to the perceived when they are aware of being biased by the context. The authors also discuss the managerial implications of the empirical results. However, some limitations also exist in this study for future improvement.

並列關鍵字

Arousal ； Background music ； E-commerce ； Hedonic ； Pleasure ； Purchase intention ； Trust ； Utilitarian

參考文獻

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8. Betra, R., and Ahtola, O. T. Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 2, 1991, 159-170.

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背景音樂節奏對網路購物影響之研究

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