Earticle

초록

영어

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.

목차

I. 서론
 II. 이론적 배경
 III. 가설 및 연구 모형의 도출
 IV. 연구의 설계
 V. 분석 및 결과
 VI. 결론
 참고문헌
 Abstract

키워드

저자

• 김송미 [ Song-Mi Kim | 한국과학기술원(KAIST), 문화기술대학원 박사과정 ] 제1저자
• 송상연 [ Sang-Yeon Song | 동덕여자대학교 국제경영학과 전임강사 ] 공동저자
• 이정훈 [ Jeong-Hoon Lee | 서울대학교 경영학과 박사 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658