کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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886533 | 913067 | 2007 | 16 صفحه PDF | دانلود رایگان |
This article explores the psychological processes by which background music in servicescapes influences service evaluation and purchase intention. Drawing on the dual model of environmental perception, it is hypothesized that: (1) servicescape is perceived in an ambient holistic manner and serves as the background for perceptions of the provider and thereby has direct and provider-mediated effects on outcomes; (2) the presence of music influences outcomes because it reinforces the holistic quality of the servicescape, makes the provider stand out, and moderates the contribution of provider-mediated servicescape effects; (3) when pleasant music is present, a double-mediating process fully accounts for the impact of variations in the music valence, such that music valence gets transferred into servicescape attitude, which then exercises direct and provider-mediated effects on service outcomes. Two experimental studies in real and online environments support the above research hypotheses.
Journal: Journal of Retailing - Volume 83, Issue 1, 2007, Pages 115–130