만족 및 구매 후 행동의도에 대한 레스토랑 실내음악의 효과

• 영문명: The Effect of Background Music on Patrons’ Satisfaction and Post-purchasing Behavioral Intentions in a Restaurant
• 발행기관: 한국관광학회
• 저자명: 전병길 이화인
• 간행물 정보: 『관광학연구』제27권 제4호, 47~65쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2004.02.29

영문 초록

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.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법 및 절차

Ⅳ. 연구 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

레스토랑 장면 실내 음악 각성 감정상태 고객반응