商店音乐的愉悦感对顾客参与度和信任度的影响

IF 1 4区心理学 Q4 PSYCHOLOGY, SOCIAL

Social Behavior and Personality Pub Date : 2023-06-20 DOI:10.2224/sbp.12418

Dashan Meng, Manoon Tho-ard, Heping Yang

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引用次数: 0

摘要

零售商越来越多地寻求培养客户的参与度和信任，以建立牢固的客户关系。实现这一目标的一种方法是使用音乐来营造一种有吸引力的商店氛围。本研究测试了零售店音乐在促进顾客参与和信任方面的作用。我们还考察了客户参与在这种关系中的中介作用。对中国同一连锁超市的464名购物者的调查结果进行了阿莫斯22.0分析。研究结果表明，商店音乐的愉悦感对顾客参与度有积极影响，而顾客参与度反过来又对顾客信任有积极影响。这项研究加深了对商店音乐对客户参与度和信任度影响的理解，并为零售商提供了在商店中使用音乐线索建立客户关系的实用见解。

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The Effect of Pleasantness of Store Music on Customers' Engagement and Trust

Retailers are increasingly looking to foster customers' engagement and trust to build strong customer relationships. One way to achieve this goal is by using music to create an attractive store atmosphere. This study tested the role of retail store music in facilitating customers' engagement and trust. We also examined the mediating effect of customer engagement in this relationship. Responses obtained from surveying 464 shoppers in three supermarkets of the same chain in China were analyzed with Amos 22.0. The findings suggested that perceived pleasantness of store music had a positive impact on customer engagement, which, in turn, positively affected customer trust. This study enhances understanding of the impact of store music on customers' engagement and trust, and provides retailers with practical insights into building customer relationships by using music cues in their stores.

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来源期刊

Social Behavior and Personality PSYCHOLOGY, SOCIAL-

CiteScore

2.20

自引率

7.70%

发文量

117

期刊介绍： Social Behavior and Personality: an international journal publishes papers on all aspects of social, personality, and developmental psychology. The journal has successfully published the work of over 5,500 researchers and professionals, continuously for over 40 years. Now in its prime, the journal looks forward with enthusiasm to continued professional maturity and service to its readership and discipline.