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리테일 환경에서 음악이 소비자 반응에 미치는 영향에 대한 문헌 리뷰

Review of Research on the Impact of Music on Consumer Response in Retail Environments

민동원
미래산업연구소 (The Research Institute of Future Industry)|2024.12|산업연구 (Journal of Industrial Studies)|제48권 제3호|pp. 83-101|DOI 10.22915/rifi.2024.48.3.004

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참고문헌

키워드

Emotional음악RetailMusicBehavioral정서적행동적CognitiveStructural리테일구조적인지적
주제분류사회과학일반

초록

본 연구는 선행문헌에 대한 검토를 통해 음악의 구조적 및 정서적 요인 뿐 아니라및 리테일 환경에서의 여러 요인들과 음악적 요인들 간 상호작용이 소비자의 인지적, 감정적, 행동적 반응에 미치는 영향에 주목하였다. 구체적으로 문헌의 추가, 결과들을살펴보면, 모든 유형의 음악은 감각 자극으로서 쇼핑 경험에 중요한 영향을 미치며, 음악적 변수는 템포, 음정, 음량, 모드, 리듬, 화성, 장르, 질감과 같은 구조적인 요인과호감도, 친숙도, 유형(style)과 같은 정서적인 요인 모두 리테일 쇼핑 경험에 큰 영향을미칠 수 있는 것으로 나타났다. 한편 음악을 통해 형성된 쇼핑 경험은 기대의 방향, 지출 규모, 제품, 매장, 브랜드에 대한 평가, 체류 및 대기 시간에 대한 인식, 품질 지각등 인지적인 반응과 기분, 감성, 느낌 등의 정서적인 반응, 그리고 구매 의도, 추천, 쇼핑 속도나 리테일 매장 체류 시간 등 행동적인 반응 모두에 영향을 미칠 수 있는 것으로 분석되었다. 마지막으로 음악이 쇼핑 경험에 미치는 영향은 소비자가 갖고 있는 특성과, 매장의 프로필, 환경적 단서들, 구매 시간대 등에 따라 변화할 수 있는 것으로제안되었다.

Abstract

Through a review of the literature, this study focuses on the impact of structural and affective factors of music, as well as the interaction of musical factors with other factors in the retail environment, on consumers’ cognitive, emotional, and behavioral responses in retail settings. Specifically, the results show that all types of music have a significant impact on the shopping experience as a sensory stimulus, and that musical variables, both structural factors such as tempo, pitch, volume, mode, rhythm, harmony, genre, and texture, and affective factors such as liking, familiarity, and style, have a significant impact on the retail shopping experience. The shopping experience shaped by music has been shown to influence both cognitive responses, such as expectations, spending, evaluations of products, stores, and brands, perceptions of dwell and wait times, and perceptions of quality; emotional responses, such as mood, emotion, and feeling; and behavioral responses, such as purchase intentions, recommendations, shopping speed, and time spent in retail stores. Finally, the impact of music on the shopping experience can vary depending on consumer characteristics, store profile, environmental cues, and time of day.

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