| 摘要: | 根據文獻探討已知，音樂的喚起程度能影響消費者的購買行為(Milliman, 1982)，且有相關研究證實喚起可以增強從眾行為。因此本研究的目的，即是從去個性化的角度，探討消費者在不同喚起背景音樂情境下，是否對標有熱門標籤的產品有不同的選擇行為。
依據去個性化理論，喚起會降低個人的自我意識，進而更加採納他人的意見(Festinger, Pepitone & Newcomb,1952)。因此，當消費者在選擇商品時，若商品貼有熱門標籤，通常代表為多數消費者選擇的項目，消費者也會更加嘗試標有熱門標籤的產品(John Wiley & Sons Ltd, 2020)。由於喚起的一個常見表現，是傾向於失去對自我的關注，又被稱為「去個性化」的理論(Zimbardo, 1969)。因此本研究認為當消費者受到背景音樂誘發出高喚起狀態時，選擇標有熱門標籤的產品次數，會比起低喚起音樂背景來的更高。然而本研究另外提出，消費者對產品的熟悉度，也會因高低喚起情境的不同，對標有熱門標籤的產品產生不一樣選擇行為。高熟悉度的消費者（專家）在產品領域上擁有豐富的知識，較不易被外部環境作用干擾，但是低熟悉度的消費者（新手）不具備產品知識，因此較容易受到外部刺激影響(Alba & Hutchinson, 1987)。此外，根據文獻可知高喚起的情境下，人們容易優先遵照先前的經驗或回憶來解決類似的問題，因為在高喚起的條件下，會減少認知資源的處理，因此人們會選擇熟悉的路徑，或是思想來做為主要的選擇(Conrey et al.2005)。所以對於高熟悉度的消費者，即便處在高喚起的情境下，會比起低熟悉度的消費者更不受熱門標籤影響。但是在低喚起的情境中，本研究認為高熟悉度的消費者，在選擇標有熱門標籤的產品次數上，會比身處於高喚起情境下還來的高。
本研究以酒吧作為實驗情境，執行實驗室實驗法，操弄背景音樂的喚起程度與酒單上標有熱門標籤的酒品，並利用膚電儀衡量喚起程度。共有155名受試者完整參與實驗，研究結果顯示，高喚起背景音樂情境下的受試者，選擇標有熱門標籤酒品的選擇次數，顯著高於低喚起背景音樂情境下的受試者們。低熟悉度的受試者，身處於高喚起背景音樂情境下，選擇熱門標籤酒品的次數，高於身處在低喚起背景音樂情下。但高熟悉度的受試者，卻在喚起情境與選擇熱門標籤酒品的次數檢定分析中，沒有顯著性。因此假說1與假說2獲得支持，假說3未獲得支持。透過本研究得知，假說1中高喚起的背景音樂情境下，對於標有熱門標籤的酒品，是有較強的交互作用發生，在兩者因素的搭配下，會很容易將標有熱門標籤的酒品導入到消費者的購買選擇內。這樣一來，身處於高喚起演唱會，販售酒品的廠商，或是被招攬的外燴廠商，更應該需要利用熱門標籤的效應，快速的交易自身的產品。在假說2中得知，低熟悉度的消費者處於高喚起的背景音樂情境下，會很容易選擇標有熱門標籤的產品，如此在推廣新產品的業者，可以利用音樂所製造的喚起程度與「熱門標籤效應」，這兩點將產品導入到顧客手中。
According to literature review, it is known that the degree of arousal of music can affect consumers' purchasing behavior (Milliman, 1982), and related studies have confirmed that arousal can enhance herd behavior. Therefore, the purpose of this study is to explore whether consumers have different choice behaviors for products marked with popular labels under different arousing background music situations from the perspective of depersonalization.
According to the theory of deindividuation, arousal will reduce the individual's self-awareness, and then more accept the opinions of others (Festinger, Pepitone & Newcomb, 1952). Therefore, when consumers are choosing products, if the product is labeled with a popular label, it usually represents an item selected by most consumers, and consumers will try products with a popular label more (John Wiley & Sons Ltd, 2020). A common manifestation of arousal is a tendency to lose focus on the self, a theory known as "deindividualization" (Zimbardo, 1969). Therefore, this study believes that when consumers are in a state of high arousal induced by background music, the number of times consumers choose products marked with popular labels will be higher than those with low arousal music background. However, this study also pointed out that consumers' familiarity with products will also have different selection behaviors for products marked with popular labels due to different high and low arousal situations. Consumers with high familiarity (experts) have rich knowledge in the product field and are less likely to be disturbed by the external environment, but consumers with low familiarity (novices) do not have product knowledge, so they are more susceptible to external stimuli (Alba & Hutchinson, 1987). In addition, according to the literature, it is known that in situations of high arousal, people tend to preferentially follow previous experiences or memories to solve similar problems, because under conditions of high arousal, the processing of cognitive resources will be reduced, so people will choose familiar paths or thoughts as the main choice (Conrey et al.2005). For consumers with high familiarity, even in high arousal situations, they will be less affected by popular labels than consumers with low familiarity. But in the context of low arousal, this study believes that consumers with high familiarity will choose products with popular labels more often than those in the context of high arousal.
In this study, a bar was used as an experimental situation, and a laboratory experiment was carried out, manipulating the arousal degree of background music and the wines with popular labels on the wine list, and measuring the arousal degree with a skin electrometer. A total of 155 subjects participated in the experiment. The results of the study showed that the number of times the subjects in the context of high arousal background music chose wines with popular labels was significantly higher than those in the context of low arousal background music. Subjects with low familiarity, in the context of high arousal background music, chose popular label wines more often than those in the context of low arousal background music. However, the subjects with high familiarity did not have significant significance in the test analysis of the number of times of arousing the situation and choosing popular label wines. Therefore, Hypothesis 1 and Hypothesis 2 were supported, but Hypothesis 3 was not supported. Through this study, we know that under the context of high arousal background music in Hypothesis 1, there is a strong interaction effect on wines with popular labels. With the combination of the two factors, it is easy to introduce wines with popular labels into consumers' purchase choices. In this way, manufacturers who are in high arousal concerts, who sell alcohol, or who are recruited, should need to use the effect of popular labels to quickly trade their own products. According to Hypothesis 2, consumers with low familiarity will easily choose products marked with popular labels when they are in the context of high-arousal background music. In this way, companies promoting new products can use the degree of arousal created by music and the " popular label effect" to introduce products to customers. |
