글로버메뉴 바로가기 본문 바로가기 하단메뉴 바로가기

논문검색은 역시 페이퍼서치

> 복식문화학회 > 복식문화연구 > 23권 5호

온라인 쇼핑몰 소비자의 기분-태도 관계에 영향을 미치는 배경음악 특성의 조절효과

Moderating effect of music characteristics on the relationship between consumer mood and attitude in the online shopping mall

최수진 ( Soojin Choi ) , 여은아 ( Eunah Yoh )

- 발행기관 : 복식문화학회

- 발행년도 : 2015

- 간행물 : 복식문화연구, 23권 5호

- 페이지 : pp.793-806 ( 총 14 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,400
논문제목
초록(외국어)
This study is to explore the effect of music characteristics (i.e., likeliness and familiarity of music) on the relationship between mood and attitude toward the product in the online shopping mall selling hand-made shoes. A total of 319 consumers participated in experiments with online shopping mall stimuli with a variety of background music. In results, consumer mood positively affected attitude toward the hand-made shoe products in the online shopping mall under background music. A moderating effect of music likeliness was found in the relationship between mood and product attitude, indicating that mood more strongly affected product attitude under more liked music than under less liked music. When consumers are listening to more liked music and are in good mood, they may build their attitudes toward products independently from their mood, whereas they may build positive attitude under good mood versus negative attitudes under bad mood if they are listening to less liked music. A moderating effect of music familiarity was not found in the relationship between mood and product attitude. Based on results, it was confirmed that the S-O-R model could be applied to explain the effect of background music on consumer responses in online shopping malls. Marketers may be able to select and adjust the likeliness and familiarity of background music to better serve consumers in diverse shopping conditions, referring to the study findings.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 복식문화학회
  • - 간행물 : 복식문화연구, 23권 5호
  • - 발행년도 : 2015
  • - 페이지 : pp.793-806 ( 총 14 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2016-590-000710678
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1226-0401
  • - 수록범위 : 1993–2021
  • - 수록 논문수 : 1880