| Summary: | 碩士 === 大同大學 === 工業設計學系(所) === 107 === Music has become a common language in the world. It has different forms as time goes by. As technology advances, it popularizes the public and becomes a part of people's life. Music also has different appearances along with the development of science and technology. Music is also widely used. It is used in different scenes in daily life, and most shopping malls use background music to trigger consumers' emotions. At present, research is biased towards music pleasure, Mandarin lyrics, etc., and less discussion on different placements in shopping malls. What is the impact of music genre on consumer behavior, so the motivation of this research is generated? In the environment of shopping malls, what kind of emotions will be caused by playing different music styles, and different purchase behaviors will occur. Therefore, this study will explore different songs. The musical mood of the wind, the influence on the consumer's purchasing behavior, and the discussion of those music genres can affect the consumer's emotions and what behaviors, which in turn affect the consumer's purchasing behavior, and increase the purchasing power of the mall, increasing the purchasing power. Enter the shopping mall experiment, and can be used as a reference for future commercial department store strategy.
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