The Impact Of Shop Background Music On Consumer Approaching Behavior

Since the major development strategy like the reform and opening up, accession to the WTO and so on, many of the economic activity in China gradually integrate with the developed countries. As a typical representative of the rapid development of market economy, retail industry is gradually becoming the main force of China’s economic development instead of manufacturing. But in this environment of retail industry’s competition is fierce, product and price already more and more similar, the product and the price is not the competition advantage.Kotler who is the father of modern study of marketing put forward the suggestions for retail enterprises,"to design the shopping environment, build a special kind of environment, used to promote and strengthen consumer buying opportunities". So retail industry should be under the background of the experience economy, from the differential marketing of shopping environment, looking for a new competitive advantage. Background music as a component which is simple and easy to control, it is more and more important at guiding the consumer to have buying behavior.But from the current academic research, it is most research the speed and volume of the music which can effects on mood, lack of research on music preference. At the same time, existing studies have not carried out a detailed breakdown of the consumer groups, can not verify whether we can consider the characteristics of different groups of consumers, playing the background music which fits their characteristics to stimulate consumers’approaching behavior.Therefore, this paper make the background music stores as a way to improve the shop shopping environment, through the division of consumer groups according to different age groups, to explore whether the different consumer groups will produce different emotional reactions to the background music. First of all, this paper through the literature review and build models, propose the hypothesized, and hawing306valid data obtained by means of questionnaire, with SPSS statistical software for data analysis, test hypotheses and propose the conclusions.This paper included five areas:first, the influence of background music on shopping mood; second, shopping mood influence on approaching behavior; thirdly, the influence of background music on consumer approaching behavior; fourthly, the intermediary role of consumers shopping mood on background music and approaching behavior; fifthly, the regulating role of the consumer groups on background music and shopping mood.The conclusions of this empirical research included:first, background music has a significant impact on shopping mood, background music has a significantly positive correlation on positive emotions, it has a significantly negative correlation on negative emotions. Second, shopping mood has a significant impact on approaching behavior, namely, shopping positive mood has significantly positive effects on shopping approaching behavior, shopping negative mood has significantly negative effects on shopping approach behavior. Thirdly, background music has significant positive influence on consumer behavior. Fourthly, the intermediary role of consumers shopping mood on background music and approaching behavior, consumers shopping positive mood has partial mediating effect on background music and approaching behavior, but consumers shopping negative emotions has no intermediary role on background music and approaching behavior. Fifthly, the regulating role of the consumer groups on background music and shopping mood, consumer groups has regulating role on background music and shopping positive mood, but it has not regulating role on background music and shopping negative mood.The innovation point of this research is that it has segment the consumer groups, it has the difference with the research which take the consumers as a whole objection, research on how specific groups in the store shopping environment affected by the background music, the view is more accurate. In the research of impact factors, this paper has made up the before research of the music influence on shopping behavior from the aspects of the volume and speed of the music, researching if the music type can influence consumer buying behavior, it makes the impact factor is more complete.