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카페 창업을 위한 매장 내 배경음악 관리에 관한 연구 - 배경음악과 점포 재방문의도를 중심으로 -

A Study on In-store Music Management strategy for the Cafe Business - Focus on the Background Music and Store Revisit Intention -

송상연|이정훈|김송미
한국창업학회|2012.03|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제7권 제1호|pp. 123-149|DOI 10.24878/tkes.2012.7.1.123

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참고문헌

키워드

Revisit intentionBackground musicCafe businessCustomer desire

초록

Music being played in stores is gaining more recognition as one of the crucial components that determine a store’s overall atmosphere. Nowadays, it is harder to find a retail establishment that does not have music on, which is a reflection of how music has a critical role in influencing consuming activities. Thus, we can argue that utilizing music to stimulate customers positively and motivate them to perform desirable actions is a very valuable and essential marketing strategy. This research investigates how the genre and customer's preference of the background music in a store affects the customer’s desire to return to the store focused on cafe involvement of the customers. Also, the research was proceeded by classifying the consumer’s behaviors into high and low involvements. The results of this research showed that the customer’s intention to revisit was determined in the order of pop, classic, and Korean pop music in the store. There were also some indications that classical and pop music may have influenced the customer’s desire to recommend and revisit the store more positively, compared to having Korean pop music played in the store. These results are discussed in terms of their implications for both commercial practice and a theoretical understanding of in-store music and consumer behavior.

Abstract

Music being played in stores is gaining more recognition as one of the crucial components that determine a store’s overall atmosphere. Nowadays, it is harder to find a retail establishment that does not have music on, which is a reflection of how music has a critical role in influencing consuming activities. Thus, we can argue that utilizing music to stimulate customers positively and motivate them to perform desirable actions is a very valuable and essential marketing strategy. This research investigates how the genre and customer's preference of the background music in a store affects the customer’s desire to return to the store focused on cafe involvement of the customers. Also, the research was proceeded by classifying the consumer’s behaviors into high and low involvements. The results of this research showed that the customer’s intention to revisit was determined in the order of pop, classic, and Korean pop music in the store. There were also some indications that classical and pop music may have influenced the customer’s desire to recommend and revisit the store more positively, compared to having Korean pop music played in the store. These results are discussed in terms of their implications for both commercial practice and a theoretical understanding of in-store music and consumer behavior.

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