A LITERATURE REVIEW OF THE EFFECTS OF STORE ATMOSPHERE AND MUSIC ON CONSUMERS’ PURCHASE BEHAVIORS

Öz

The concepts of store atmosphere and in-store music are becoming increasingly important for the retail sector that is trying to keep up with the rapidly changing consumption behaviors. Because, researches highlight that both concepts affect purchase behaviors of the consumers. In this study, a comprehensive literature review on the effects of in-store atmosphere and background music services on consumer behavior has been conducted. As the effects of in-store music services on consumers in terms of genre, rhythm, tempo and vocals are examined in details, it is concluded that music has positive effects on purchasing behavior of consumers.

Anahtar Kelimeler

• Store Atmosphere,Music,Purchase Behaviors

MAĞAZA ATMOSFERİ VE MÜZİĞİN TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİLERİNE YÖNELİK BİR LİTERATÜR ARAŞTIRMASI

Öz

Hızla değişen tüketim davranışlarına ayak uydurmaya çalışan perakende sektörü açısından mağaza atmosferi ve mağaza içi müzik kavramları giderek önem kazanmaktadır. Çünkü, yapılan araştırmalar her iki kavramın da tüketici satın alma davranışlarını etkilediğini göstermektedir. Bu çalışmada, mağaza içi atmosfer ile arka plan müzik hizmetlerinin tüketici davranışlarına yönelik etkilerine ilişkin kapsamlı bir literatür taraması gerçekleştirilmiştir. Mağaza içi müzik hizmetlerinin tür, ritim, tempo ve vokal bakımından tüketiciler üzerindeki etkileri kapsamlı olarak incelendiğinde, müziğin tüketicilerin satın alma davranışlarına yönelik olumlu etkilerinin bulunduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Mağaza Atmosferi,Müzik,Satın Alma Davranışları

Kaynakça

1. ARENI, C. S. (2003) “Exploring Managers’ Implicit Theories of Atmospheric Music Comparing Academic Analysis yo Industry Insight” Journal of Services Marketing, Vol.17, p.161-2184.
2. ARSLAN, F. Müge, (2011) “Mağazacılıkta Atmosfer” Beta yayınları, 2. Baskı, İstanbul.
3. ARSLAN, F. M., BAYÇU, S. (2006) “Mağaza Atmosferi” Anadolu Üniversitesi AÖF, Eskişehir.
4. ARSLAN, Kahraman, (2016) “Görsel Mağazacılık” Detay Yayıncılık, Ankara.
5. BABIN, B. J., CHEBAT, J. C., MICHON, R. (2004) “Perceived Appropriateness and Its Effect on Quality, Affect and Behavior” Journal of Retailing and Consumer Services, Vol.11, p.287-298.
6. BATI, U. (2015) “Tüketici Davranışları: Tüketim Kültürü, Psikolojisi ve Sosyolojisi Üzerine Şeytanın Notları” Alfa Basım Yayım, 1. Baskı, İstanbul.
7. BATI, U. (2018) “Markethink ya da Farkethink” Destek Yayınları, İstanbul.
8. BERMAN, B., EVANS, J. R. (2007) “Retail Management: A Strategic Approach” Pearson Prentice Hall, 10. Baskı, New Jersey.

9. BITNER, M. J. (1992) “Servicescapes: The Impact of Physical Surroundings on Customers and Employees” Journal of Marketing, Vol.56, No.2, p.57-71.
10. BRAIN, C. “How Music Affects Your Memory” http://www.musicthinktank.com/blog/how-music-affects-your-memory.html, Erişim: 12.08.2018.
11. BROEKEMIER, G., MARQUARDT, R., GENTRY, J. W. (2008) “An Exploration of Happy/Sad and Liked/Disliked Music Effects on Shopping Intentions in a Women’s Clothing Store Service Setting” Journal of Marketing, Vol.22, No.1, p.59-67.
12. BRUNER, G. (1990) “Music, Mood, and Marketing” Journal of Marketing, Vol. 54, No. 7, pp. 94-104.
13. CAMERON, M. A., BAKER, J., PETERSON, M., BRAUNSBERGER, K. (2003) “The Effect of Music, Wait-Lenght Evaluation, and Mood on a Low-Cost Wait Experience” Journal of Business Research, Vol.56, pp. 421-430.
14. CALDWELL, C. HIBBERT, S. A. (1999) “Play That One Again: The Effect Of Music Tempo On Consumer Behaviour In a Restaurant” Europan Advances in Consumer Research, Vol.4, p.58-62.
15. CHEBAT, C. J. CHEBAT, C. G. VAILLANT, D. (2001) “Environmental Background Music and In-store Selling” Journal of Business Research, Vol.54, p.115-123.
16. ÇAKIR, S. Y., EĞİNLİ, A. T. (2010) “Memnun Çalışanlar, Memnun Müşteriler” Detay Yayıncılık, 1. Baskı, Ankara.
17. ÇELİK, B. (2013) “Mağaza Atmosferinin Hedonik Tüketim ile İlişkisi Sera Kütahya Alışveriş Merkezi’nde Bir Uygulama” Dumlupınar Üniversitesi SBE Yüksek Lisans Tezi, Kütahya.
18. ÇINAR, B. B. (2011) “Satış Birimlerinde Seçilen Müziğin Etkileri: Eskişehir’de Bir Araştırma” Organizasyon ve Yönetim Bilimleri Dergisi, Cilt. 3, No. 1, s. 1-10.
19. DAVIES B., WARD, P. (2005) “Managing Retail Consumption” John Wiley, England.
20. DEMİRCİ, F. (2000) “Perakendecilikte Mağaza Düzenlemesi” Beta, Birinci Baskı, İstanbul.
21. DUBE´, L. MORIN, S. (2001) “Backgorund Music Pleasure and Store Evaluation Intensity Effects and Pcychological Mechanisms” Journal of Business Research, Vol.54, pp. 107-113.
22. FALK, L. K., SOCKEL, H., WARREN, H., CHEN, K. (2006) “Atmospheric in the CyberWorld”http://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=D401B0A30C80573A30D52F089C6829E0?doi=10.1.1.98.1304&rep=rep1&type=pdf, Erişim: 12.03.2018.
23. GARLIN, F. V., OWEN, K. (2006) “Setting The Tone with The Tune: A Meta-Analytic Review of the Effects of Backgorund Music In Retail Setting” Journal of Business Research, Vol.59, pp.755-764.
24. GUEGUEN, N. JACOB, C. LOUREL, M. GUELLEC, H. (2007) “Music Congruency and Cınsumer Behavior: An Experimental Field Study” International Bulletin of Business Administration, No.9, pp. 56-63.
25. GULAS, C. S., BLOCH, P. H. (1995) “Right Under Our Noses: Ambient Scent and Consumer Responses” Journal of Business and Psychology, Vol. 10, No. 1, pp. 87-98.
26. HERRINGTON, J. D., CAPELLA, L. M. (1994) “Practical Applications of Music In Service Settings” Journal of Services Marketing, Vol. 8, No: 3, pp.50-65.
27. HERRINGTON, J. D., CAPELLA, L. M. (1996) “Effects of Music In Service Environments: A Field Study” Journal of Services Marketing, Vol. 10, No: 2, pp.26-41.
28. HOFFMAN, K. D., BATESON, J. E. G. (1997) “Essentials of Services Marketing” The Dryden Press, Orlando.
29. HOFFMAN, K. D., TURLEY, L. W. (2002) “Atmospherics, Service Encounters and Consumer Decision Making: An Integrative Perspective” Journal of Marketing Theory and Practice, Vol.10, No.3, pp.33-47.
30. HUI, M., DUBE´ L., CHEBAT, C. J. (1997) “The Impact of Music on Consumer’s Reactionto Waiting for Services” Journal of Retailing, Vol.73.
31. İSLAMOĞLU, A. H., ALTUNIŞIK, R. (2013) “Tüketici Davranışları” Beta, 4. Baskı, İstanbul.
32. JAIN, R. BAGDARE, S. (2011) “Music and Consumption Experience: A Review” International Journal of Retail & Distribution Management Research, Vol.39, No.4, p.289-302.
33. KANG, E. LAKSHMANAN, A. (2017) “Role of Exacutive Attention in Consumer Learning with Background Music” Journal of Consumer Psychology, Vol.27, No.1, pp. 35-48.
34. KARKIN, A. G. AKKUŞ Ü. (2009) “Müziğin Tüketim Davranışı Üzerine Etkileri” Erciyes Üniversitesi İİBF Dergisi, Sayı. 32, s. 303-317.
35. KELLARIS, J. J., KENT, R. J. (1992) “The Influence of Music on Consumers’ Temporal Perceptions: Does Time Fly When You’re Having Fun?” Journal of Consumer Psychology, Vol.1, No.4, pp.365-376.
36. KIRKBİR, F. CANÇELİK, M. BİÇER, M. E. (2013) “Mağaza Müziklerinde Ses ve Beğeninin Tüketiciler Üzerindeki Etkisi” Gümüşhane Üniversitesi Sosyal Bilimler Elektronik Dergisi, Sayı.8, s.46-57.
37. KOÇ, E. (2007) “Tüketici Davranışı ve Pazarlama Stratejileri” Seçkin Yayıncılık, 5. Baskı, Ankara.
38. KOTLER, P. (1973-1974) “Atmospherics as a Marketing Tool” Journal of Reaitling, Vol.49, No.4, p.48-64.
39. KOTLER, P. (2000) “Marketing Management” Prentice-Hall Inc., 10. Baskı, New Jersey.
40. KÖKER, N. E., MADEN, D. (2012) “Hazcı ve Faydacı Tüketim Bağlamında Tüketicinin Ürün Temelli Yenilikçiliği Algılaması: Ampirik Bir Araştırma” İşletme Araştırmaları Dergisi, Cilt 4, No. 2, s. 94-121.
41. KUTLAY, E. B. (2007) “Müziğin Bir Pazarlama Elementi Olarak Tüketici Üzerinde Duygusal, Algısal ve Davranışsal Etkileri” İstanbul Üniversitesi SBE, Doktora Lisans Tezi, İstanbul.
42. LEVY, M., WEITZ, B. A. (2001) “Retailing Management” McGraw-Hill, Fourth Edition, Newyork.
43. MAGNINI, Vincent. P. PARKER, E. E. (2008) “The Pscychological Effects of Music: Implications for Hotel Firms” Journal of Vacation Marketing, Vol. 15, No.1, p. 53-62.
44. MAI, N. T. T., JUNG, K., LANTZ, G., LOEB, S. G. (2003) “An Exploratory Investigation Into Impulse Buying Behavior in A Transitional Economy: A Study of Urban Consumers in Vietnam” Journal of International Marketing, Vol. 11, No.2, pp. 13-35.
45. MANDILA, M. GEROGIANNIS, V. (2012) “The Effects of Music On Customer Behaviour and Satisfaction in The Region of Larissa- The Cases of Two Coffee Bars” International Conferance on Contemporary Marketing Issues, pp. 290-294.
46. MILLIMAN, R. E. (1982) “Using Background Music to Affect the Behavior of Supermarket Shoppers” Journal of Marketing, Vol:46, No.3, p.86-91.
47. MILLIMAN, R. E. (1986) “The Influence of Background Music on The Behavior of Resturant Patrons” Journal of Consumer Research, Vol:13, No.2, p.286-289.
48. MORIN, S., DUBE, L., CHEBAT, J. C. (2007) “The Role of Pleasant Music in Servicescapes: A Test of The Dual Model of Environmental Perception” Journal of Retailing, Vol.83, No.1, pp. 115-130.
49. NEVIN, J. R., HOUSTON, M. J. (1980) “Image As A Component Of Attraction To Intraurban Shopping Areas” Journal of Retailing, Vol.56, No. 1, p.77-93.
50. NORTH, A. C., HARGREAVES, D. J. (1998) “The Effect of Music on Atmosphere and Purchase” Journal of Applied Social Psychology, Vol.28, No. 24, p.2254-2273.
51. NORTH, A. C., HARGREAVES, D. J. (1999) “Can Music Move People? The Effects of Musical Complexity and Silence on Waiting Time” Environment and Behavior, Vol.31, No. 1, p.136-149.
52. NORTH, A. C., SHERIDAN, L. P., ARENI, C. S. (2016) “Music Congruity Effects on Product Memory, Perception, and Choice” Journal of Retailing, Vol.92, No.1, pp.83-95.
53. OAKES, S. (2000) “The Influence of the Musicscape within Service Environments” Journal of Services Marketing, Vol.14, No.7, pp. 539-556.
54. ODABAŞI, Y., BARIŞ, G. (2016) “Tüketici Davranışı” MediaCat, 16. Baskı, İstanbul.
55. OREL, F. D. (2006) “Mağaza İçinde Müzik Yayını Nasıl Olmalıdır?” http://www.fatmaorel.net/bizim_market/magaza_ici_muzik.pdf, Erişim: 25.03.2018.
56. PARK, Whan C. YOUNG, Mark (2003) “Consumer Response to TV Commercials; The Impact Of Involvement And Background Music On Brand Attitude Formation” Journal of Marketing Research, Vol. 23, pp.11-23.
57. SCHIFFMAN, L. G., KANUK, L. L. (2010) “Consumer Behaviour” Pearson Prentice Hall, Third Edition.
58. SHARMA, A., STAFFORD, T. F. (2000) “The Effect of Retail Atmospherics on Customers’ Perceptions of Salespeople and Customer Persuasion” Journal of Business Research, Vol.49, p.183-191.
59. SING, B., (2018) “Whether Music Affects The Customer Buying Behavior?” Journal Studies in Management and Planning, Vol. 4, No.1, pp. 205-209.
60. SLOBODA, J. A. (1985) “The Musical Mind: The Cognitive Psychology of Music” Oxford Press, Newyork.
61. SMITH, P. C., CURNOW, R. (1966) “Arousal Hypothesis And The Effects Of Music On Purchasing Behavior” Journal of Applied Psychology, Vol. 50, No: 3, pp.255-256.
62. SOLOMON, M., BAMOSSY, G., ASKEGAARD, S., HOGG, M. K. (2002) “Consumer Behaviour: A European Perspective” Prentice Hall, Second Edition.
63. SOLOMON, M., BAMOSSY, G., ASKEGAARD, S., HOGG, M. K. (2006) “Consumer Behaviour: A European Perspective” Prentice Hall, Third Edition.
64. SWEENEY, J. C. WYBER, F. (2002) “The Role of Cognitions and Emotions in the Music-Approach-Avoidance Behavior Relationship” Journal of Service Marketing, Vol.16, No.1, p.51-69.
65. TURLEY, L. W., MILLIMAN, R. E. (2000) “Atmospheric Effects on Shopping Behavior: A Review Of The Experimental Evidence” Journal of Business Research, Vol. 49, pp.193-211.
66. WILSON, S. (2003) “The Effect of Music on Perceived Atmosphere and Purchase Intentions in a Restaurant” Psychology of Music Research, Vol.31, No.1, pp. 93-112.
67. VARİNLİ, İ. (2012) “Marketlerde Pazarlama Yönetimi” Detay Yayıncılık, 4. Baskı Ankara.
68. VIDA, I., OBADIA, C., KUNZ, M. (2007) “The Effects of Background Music on Consumer Responses in a High-end Supermarket” The International Review of Retail, Distribution and Consumer Research, Vol. 17, No.5, pp. 469-482.
69. VİLLİ, B. (2012) “Kadınların Kozmetik Ürünlerde Plansız Satın Alma Davranışları Üzerine Bir Plan Araştırması” Yüksek Lisans Tezi Dumlupınar Üniversitesi, Kütahya.VIDA, I. (2008) “Atmospheric Music Fit As A Driver Of Shopper Store Evaluations And Their Behavioral Responses” The Journal of Applied Business Research, Vol.24, No.2, pp. 97-102.
70. YALCH, R. F. SPANGENBERG, E. (1990) “Effects of Store Music on Shopping Behavior” Journal of Service Behavior, Vol.4, No.1, p.31-39.
71. YALCH, R., SPANGENBERG, E. (1993) “Using Store Music for Retail Zoning: A Field Experiment” Advances in Consumer Research, Vol. 20, pp.632-636.
72. YALCH, R. F. SPANGENBERG, E. (2000) “The Effects of Music in a Retail Setting on Real and Percieved Shopping Times” Journal of Business Research, Vol.49, p.139-147.
73. http://www.tdk.gov.tr/index.php?option=com_gts&kelime=ATMOSFER, Erişim:01.01.2018.