Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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How Background Music Affects Consumer Perception of Waiting Time? -A Mediating Role of Emotions-

  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University) ;
  • Stoel, Leslie D. (Dept. of Marketing, Miami University)
  • Received : 2018.01.18
  • Accepted : 2018.06.15
  • Published : 2018.07.30
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Abstract

The present study examines whether consumers' perception of waiting time and their behavioral intentions are influenced by the presence of background music in an online shopping environment. In particular, this study aims to explain the underlying mechanism for the effects of background music on consumers' perceived wait and behavioral intentions toward the online retailer by proposing the mediating role of emotions drawing on the Stimulus-Organism-Response (S-O-R) framework. A lab experiment was employed to test the hypotheses. A total of 102 college students were used for data analyses. Results show that the presence of music has a significant impact on participants' emotions, perceived waiting time, and approach behavior. Moreover, the findings show that pleasure and the perceived waiting time serve as mediators in the relationship between the presence of music and approach behavior. Implications of the model for theory, practice, and further research are discussed.

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