Effect Of Background Music Rhythm And Market Main Tone On Consumer Purchase Intention

Introduction:Sensory marketing plays an important role in consumer behavior,background music and color are easy to operate variables in shopping malls.In addition,product type also plays key factor in consumer’ s purchase.This paper tries to combine the visual and auditory in sensory marketing to explore the background of music rhythm mall main tone and the impact of product type on consumers purchase intention.It is beneficial to expand marketing ideas for marketers,better capture consumers consumption psychology,thus promoting the economic growth of enterprises.Method:In this study,two experiments were carried out to discuss the influence of background music rhythm and main tone on consumers purchase intention.Experiment 1 was designed for two factors,and the influence of background music rhythm and main tone on consumers’ purchase intention was investigated.The experiment 2 was designed with a mixture of three factors,From the perspective of product type,discussed the influence of music rhythm and main tone on consumers’purchase intention.Results:SPSS19.0 statistical software was used to analyze the experimental data.The results showed that in experiment 1,the main effect of market main color was not significant.The main effect of background music rhythm is significant,and the interaction between mall main tone and background music rhythm is significant.In experiment 2,the main effect of product type was significant,and the interaction between product type and mall main tone was significant.Moreover,when the main color of the shopping mall is red,consumers’ willingness to buy practical products is higher than their willingness to buy hedonistic products,and the interaction between product type and background music rhythm is significant.Simple effect analysis shows that when the background music is slow,consumers are more willing to buy practical products than hedonic ones.The three interactions of the main tone and music rhythm of the product type mall did not reach a significant level.Conclusions:(1)When the pace of background music is fast,consumers’ purchase intention is stronger than when the background music is slow,and consumers’ purchase intention to practical products is higher than that to hedonic products.(2)Under the fast rhythm of music in the background of the shopping mall,the purchase intention of the main color of the shopping mall is warm color,which is significantly higher than the main color of the shopping mall is cold color,under the condition of slow music rhythm in the background of the shopping mall,the main color of the shopping mall is cold and the purchase intention is significantly higher than the main color of the shopping mall is warm.(3)When the main color of the market is red,consumers are more willing to buy practical products than hedonic products.When the background music is slow,consumers are more willing to buy practical products than hedonic ones.