||Talking about the feeling of music, it’s common that people has excited and happy feeling regarding fast tempo music, relatively, people has calm and peaceful cues based on slow tempo music. In the past research, customers under slow music would stay longer and spend more than under fast music in both supermarket and restaurant. Furthermore, compared to slow music, fast music has stronger effect on getting attention but provide more distraction on message recall. In addition, the level of familiarity, level of like and type of music would also significantly influence customers on both behavior and experience.|
Thus, there is no doubt that background music has significant influence on customers. In this research, the experimental design is used to investigate the shopping evaluation affected by music tempo (fast vs. slow), crowding (high vs. low), and shopping motivation (hedonic vs. utilitarian). Then, 2x2x2 factorial design is conducted, and 8 different scenarios are created in a restaurant. Questionnaire is set to find the consumption experience evaluation including satisfaction and intended loyalty.
The results indicate that under low-crowding environment, slow music has better effect on consumption experience evaluation compared to fast music for both hedonic and utilitarian shoppers; differently, under high-crowding environment, fast music has better effect on consumption experience evaluation for hedonic shoppers, but slow music has better effect for utilitarian shoppers.