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Abstract With the improvement of income and living standard, consumers are not merely content with the quality and price of the items when they do shopping in the shopping malls, but also have a higher request for shopping experience. They are starting to pay attention to the experience of their shopping process, hoping that shopping and entertainment can be combined together, so the shopping environment becomes the focus of the managers. Since music is one of the important factors of the environment, the paper proposes the necessity of studying on the relationship between background music and consumer behavior. 32533
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On the basis of a lot of literature review and a wide range of questionnaire research, two hypotheses are raised: one is that music speed has a significant impact on the flow rate of young consumers; the other is that background music affects young consumers' moods and flow velocity but doesn't affect their buying behavior actually. The results of the study show that the speed and type of background music have a significant effect on consumers' moods and flow speed, even their buying behavior.
Key words: mall background music consumer mood consumer behavior
摘 要随着经济收入和生活水平的不断提高，消费者在其消费过程中不再只关注商品价格和质量，对购物体验也有了更高要求。他们开始重视在购物过程中的体验，希望能够将购物与休闲娱乐结合起来。因此，购物环境成了营销管理者的一个重要着力点。而背景音乐是消费者购物时能感受到的最直接的环境因素之一，因此本文提出了研究背景音乐与消费者行为关系的必要性。
在大量的国内外文献回顾和广泛的问卷调查的基础上，我们提出了两个假设，一：在我国情境背景下验证背景音乐是否对年轻消费者的消费心理产生重要影响作用。二：实证验证背景音乐对年轻消费者的消费行为是否有实际影响作用。本文选取年轻的消费者为调查对象，研究背景音乐对他们在购物过程中产生的影响作用。研究结果进一步验证了音乐的速度和类型对年轻消费者的购物情绪以及实际购买行为有很大影响。
毕业论文关键词：商场背景音乐 消费者情绪 消费者行为
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Research background 1
1.2 Research purpose 2
Chapter Two Literature Review 3
2.1 Mall Background music 3
2.2 Background music and consumer behavior 4
Chapter Three Methodology 6
Chapter Four Results and discussion 8
4.1 Background music and consumer moods 8
4.2 Background music and consumer behavior 10
Chapter Five Conclusion 14
References 16
Appendix 18
The Study on the Influence of Mall Background Music on Consumer Behavior
Chapter One Introduction
1.1 Research background
In the past, what people valued are price and quality of goods when they shopped, but now people are beginning to pay more attention to their experience, hoping to do shopping with leisure and entertainment. Many marketing managers find that store environment has become an important factor to establish corporation image and improve customer satisfaction. With the accelerating pace of life and the rising degree of consumer demand, shopping environment becomes a key competitive advantage of the stores.
The famous American marketing guru Philip Kotler was a pioneer to put forward the “atmosphere” as a marketing concept (Kotler, 1967, 41-43), and then many retailers put various elements of the atmosphere into retail environment to affect consumers’ mood and behavior, such as color, light, music, smell, vision and other elements. Over the past two decades, music has become an important part to improve and perfect the environment design (Li, 2010, 8-9). Foreign scholars have already done some researches on the influence of music on consumer behavior.