Effects of Ambient Music on Diners' Perception, Emotion, and Behavior
Vu, Hoang Thien (2019)
Vu, Hoang Thien
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903153130
https://urn.fi/URN:NBN:fi:amk-201903153130
Tiivistelmä
Music has been extensively studied as a potential emotion and behavior influencer. This
degree thesis aims to investigate the effects of restaurant background music on diner’s perception, emotion, and behavioral intention. The study is built upon the servicescape framework where the perceived service environment elicits customer’s emotion, which then influences their behavior. A 2 (fast/slow music) x 2 (familiar/unfamiliar music) between-subject factorial design was employed. Empirical data was collected from a small ethnic restaurant in Helsinki over a two-month period. The restaurant’s customers were exposed to the experimental conditions (music) during their meal, and then answered a self-administered questionnaire. The data was tested for direct and mediating effects according to the servicescape framework. Emotion was found to significantly affect behavioral intention and perception of the restaurant staff image. Indication for a preference of slower background music was also observed. Nonetheless, the results do not provide empirical support for the servicescape framework, suggesting that music tempo and familiarity are not influential in the overall effect of the service environment. The study also highlights the need for careful modification of the Mehrabian-Russell model of emotional states across different settings, using the restaurant setting as an example.
degree thesis aims to investigate the effects of restaurant background music on diner’s perception, emotion, and behavioral intention. The study is built upon the servicescape framework where the perceived service environment elicits customer’s emotion, which then influences their behavior. A 2 (fast/slow music) x 2 (familiar/unfamiliar music) between-subject factorial design was employed. Empirical data was collected from a small ethnic restaurant in Helsinki over a two-month period. The restaurant’s customers were exposed to the experimental conditions (music) during their meal, and then answered a self-administered questionnaire. The data was tested for direct and mediating effects according to the servicescape framework. Emotion was found to significantly affect behavioral intention and perception of the restaurant staff image. Indication for a preference of slower background music was also observed. Nonetheless, the results do not provide empirical support for the servicescape framework, suggesting that music tempo and familiarity are not influential in the overall effect of the service environment. The study also highlights the need for careful modification of the Mehrabian-Russell model of emotional states across different settings, using the restaurant setting as an example.