音樂類型對於消費者知覺價格的影響

The Influence of Types of Music on Consumers' Price Perceptions and Judgment

鑑於感官經驗影響個人行為反應的觀點，本研究旨在探討聆聽不同音樂類型之消費者知覺價格的差異情形。本研究以實驗法進行研究，以電子音樂與古典音樂作為實驗處理，採取隨機分組進行兩次實驗。實驗1 為六項商品估價實驗，研究發現電子音樂組受試者對部分商品的估價金額比古典音樂組受試者低；實驗2 為購車出價差距實驗，研究發現電子音樂組之受試者對車子的出價差距較古典音樂組受試者小。最後，文末根據研究結果與相關文獻進行討論，並提出建議。

With focus on the influence of sensory experience on personal behaviors, this study explored the impact of background music on the consumers' price perceptions and judgment in retail products. This study used experimental method. All participants in two studies were randomly assigned to the classical music and electronic music groups. In study 1, participants were asked to estimate the value of six products. It was found that the electronic music group estimated lower prices for some certain products than the classical music group. In study 2, participants were asked to imagine shopping for a new car and subsequently place two offers on the car. It was found that the price range between the first and second offers was smaller in the electronic music group than the classical music group. Based on the above results, discussions and suggestions were provided.