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Foreign researches on background music started earlier, but there is not any empirical researches, and domestic researches on this are relatively immature (Tian，2005, 238). The study mainly discusses whether and how background music affects young consumers’ behavior. Based on the extensive literature review, we will do a further research on the influence of background music on young consumers’ behavior, expecting to get a more exact result and provide scientific basis and specific guidance for managers to handle the problems of choosing proper background music.
1.2 Research purpose
Nowadays, the great majority of stores in China play background music to create a relaxing ambiance and achieve a certain marketing purpose, but the music selection and playback mostly rely on its marketing managers' personal intuition or experience, even on staff's preference. Li Kerang, Meyer Consultant Corporation planning director and business experts, once said, “Proper music is the culture, otherwise it will become noise” (Li, 2010, 13). Hence, without scientific basis, the use of background music will be terribly mixed, sometimes even counterproductive. So how to choose the music, choose what kind of music and how to play music become problems marketing managers need to pay attention to. The study results will provide a scientific basis and specific guidance for marketing managers to solve their current bottlenecks.
Based on the review of existing research literature on this topic, the main purposes of this study are:
1. Examining whether the speed of background music has a significant impact on consumer behavior in Chinese stores.
2. Providing marketing managers with specific management recommendations based on the analysis of the scientific data.