Effects of store music on the behaviour of fashion shoppers

Pao Yue-kong Library Electronic Theses Database

Effects of store music on the behaviour of fashion shoppers

 

Author: Li, Tak-nga Kathy
Title: Effects of store music on the behaviour of fashion shoppers
Degree: M.A.
Year: 2000
Subject: Fashion merchandising
Retail trade
Stores, Retail
Consumer behavior
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: iv, 36 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1569060
URI: http://theses.lib.polyu.edu.hk/handle/200/5153
Abstract: Increasing the number of customers coming into the store, prolonging their time inside the shop, and increasing the purchase amount per customer are important items on the agenda of retailers' marketing plan. Further to the diversified findings made by previous research on the effects of music (in terms of tempo and volume) on consumer behaviour as well as the potential benefits of music on consumer behaviour and store image, this study was conducted to re-examine the effects of music on consumer behaviour, and test the applicability of the findings on tempo and volume of music in previous studies, in the hope of providing insights to the fashion retailers. A total of 104 shoppers completed the questionnaire. A subset (n = 92) of the total sample was identified by level of awareness of the background music. Analysis of variance (ANOVA) was used to explore the main and interactive effects of tempo and volume on the time stayed in the store and the purchased amount spent by the customers in a 2 (fast-slow) x 2 (loud-soft) model. No significant interaction, i.e. joint effects, of tempo and volume was detected. Besides, the findings (based on significance level of 5%) revealed that tempo and volume of the background music did not influence the time stayed in the store and the purchased amount spent by the customers. If the significant level was changed to 10%, the hypothesis of the time shoppers spend in a service environment will be reduced by loud music was accepted. It was also noted that the amount of time and money spent by the shoppers would be increased if the shoppers had no perceived time pressure. On the other hand, the antecedent mood stated did not influence the amount of time and money spent by the shoppers. Given the vast quantity of factors influencing shopping behaviour, it seemed unlikely that the choice of background music was the only factor in determining the success and failure of the business. However, many questions related to effects of background music and consumer behaviour were still unanswered and this topic still has its value for further investigation.

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