The Impact Of Background Music On Decision-making Of Online Dating Users

With the popularity of the domestic dating sites, online dating has been a focus of the public. The popularity of Chinese online TV dating show has made the online dating sites more acceptant, leading to its abundant emergences. According to the China Electronic Commerce Research Center data, China has 50 dating websites, of which web style, service content, products and customers are similar to each other. Differentiation is the development direction of online dating sites, and atmosphere of web design is a choice worth considerating.As a kind of economical and easy-to-navigate environment factors, background music has been widely used in the field of consumer research. Background music can guide the consumer behavior by influencing the consumer's emotion and cognition. Even different from general shopping site, online dating also belongs to the service web site.whether background music can affect users' emotion, cognition and behavioral? And whether the different attributes of background music will affect the user's cognition and decision? Through two auditory experience experiments about online dating, this study aims to explore the effect of background music on online dating users' cognition and decision making and rich the related research theories and methods, as well provide practical management advices for online dating sites and information support for online dating users.The first-hand data collections are gained through the questionnaire, situation simulation, experiments and etc by the study. The SPSS soft ware are utilized for data single factor variance analysis, single variable and multi factor analysis of variance and regression analysis, the results of the study show that:(1) the background music, pictures and words attractiveness have significant effects on perception of personal attractiveness. The background music can enhance the perception of attractiveness from the online dating user to target online dating user. It is found from the exploratory analysis that background music can prolong the duration of online dating user and is more attractive than image information, text information in the formation of the first impression;(2) the tempo of the music doesn't have a significant influence on the decision making time, but the tempo of the music and the size of selection set have interactive effects with decision making time. In a fast-tempo music condition, unit decision making time for big selection is shorter than the unit decision making time for small selection set. Choice overloading effect exists under the condition of a mass accumulation.