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학술저널

만족 및 구매 후 행동의도에 대한 레스토랑 실내음악의 효과

The Effect of Background Music on Patrons’ Satisfaction and Post-purchasing Behavioral Intentions in a Restaurant

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Music has increasingly been used as a marketing stimulus in retail environment as well as in commercial advertising. This study focuses on the effects of music on the responses of the restaurant’s patrons. The independent variable was manipulated using extracts of background music pre-tested to vary in arousal(low, moderate, and high tempo). In the optimal arousal theory, a moderate level of musical tempo is expected to produce optimal arousal, thus inducing a pleasure-mood state. Music tempo-induced mood state was found to be an antecedent to the patrons’ responses. A fast tempo contributed negatively to satisfaction, re-purchasing and recommendation intentions whereas, a slow and moderate tempo produced a positive response.

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법 및 절차

Ⅳ. 연구 결과

Ⅴ. 결론 및 시사점

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