餐廳背景音樂的速度與音量影響消費者等待時間知覺之研究

Impact of the Speed and Volume of Restaurant Background Music on Consumers' Waiting Time Perception

10.6267/JTLS.2015.21(1)3

林美蘭(Mei-Lan Lin)；方妙玲(Miao-Ling Fang)；張瑞淳(Rui-Chun Chang)

音樂速度 ； 音樂音量 ； 等待時間知覺 ； 餐廳背景音樂 ； music speed ； music volume ； waiting time perception ； restaurant background music

觀光休閒學報

21卷1期（2015 / 04 / 01）

55 - 77

繁體中文

過去研究指出環境因素會影響顧客的服務品質，相關的環境因素中，有學者已發現背景音樂對消費者有顯著的影響。本研究分別以實驗室實驗與場域實驗兩個實驗檢驗背景音樂的速度與音量，對消費者知覺等候時間的影響。進行正式實驗前，先進行前測，確認後續實驗採用之背景音樂，其操弄速度快慢與音量大小的基準；此兩個實驗均採取二因子受試者組間設計，自變項為背景音樂的「音量」與「音速」，依變項為「等待時間知覺」。實驗室實驗的結果顯示餐廳背景音樂的音量與音速顯著影響消費者的等待時間知覺；為檢驗本實驗的外在效度，並進行場域實驗，結果亦得到與實驗室實驗相同之結論，研究結果可作為餐廳在制定提高顧客服務品質之相關措施的重要參考。

Previous studies indicate that environmental factors may affect customers' perception of service quality. Among the environmental factors, background music was found to have a significant impact on consumers. In order to explore the effect of music on customers' perception of waiting time, this study conducted two experiments: a laboratory experiment and a field experiment. A pretest was carried out before the formal experiment to establish the criteria of the speed and volume of background music to be manipulated in the subsequent experiments. A two-factor between-subjects design was adopted for the laboratory and field experiments. The independent variables were volume and speed and the dependent variable was the waiting time perception. The result of the laboratory experiments revealed that the speed and volume significantly affected customers' perception of waiting time. To examine the external validity, this study employed field experiments and the results were the same as those of the laboratory experiments. Hence, the findings of this study are beneficial in that they can be applied to improve quality of customer service in restaurants.

1. 萬金生、陳淑玲、林美蘭、吉冠馹(2012)。餐廳折價卷折扣深度對顧客再消費意願之影響：品牌形象為干擾變項。觀光休閒學報，18(3)，259-279。
   連結：
2. 蕭至惠、蔡進發、王秀瑤(2010)。個人時間風格與背景音樂影響下等待時間知覺對服務滿意度與服務忠誠度的影響－以中南部四家大型醫院為例。中原企管評論，8(2)，107-130。
   連結：
3. 蕭至惠、蔡進發、林士民(2011)。旅遊網站橫幅廣告特性對使用者等等知覺時間之影響。觀光休閒學報，17(1)，75-97。
   連結：
4. Fisher, R. A. (1935). The design of experiments. Oxford, England: Oliver & Boyd.
5. Andersson, P. K.,Kristensson, P.,Wästlund, E.,Gustafsson, A.(2012).Let the music play or not: The influence of background music on consumer behavior.Journal of Retailing and Consumer Services,19(6),553-560.
6. Baker, J.,Cameron, M.(1996).The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions.Journal of the Academy of Marketing Science,24(4),338-349.
7. Bitner, M. J.(1990).Evaluating service encounters: The effects of physical surroundings and employee responses.Journal of Marketing,54(2),69-82.
8. Bitner, M. J.(ed.),Crosby, L. A.(ed.)(1989).Designing a waiting service strategy.Chicago, IL:American Marketing Association.
9. Caldwell, C.,Hibbert, S. A.(2002).The influence of music tempo and musical preference on restaurant patrons' behavior.Psychology and Marketing,19(11),895-917.
10. Chebat, J.-C.,Chebat, C. G.,Vaillant, D.(2001).Environmental background music and in-store selling.Journal of Business Research,54(2),115-123.
11. Chebat, J.-C.,Gelinas-Chebat, C.,Filiatrault, P.(1993).Interactive effects of musical and visual cues on time perception: An application to waiting lines in banks.Perceptual and Motor Skills,77(3),995-1020.
12. Cook, T. D.,Campbell, D. T.(1979).Quasi-experimentation: Design and analysis issues for field settings.Boston, MA:Houghton Mifflin.
13. Czepiel, J. A.(ed.),Solomon, M. R.(ed.),Surprenant, C. F.(ed.)(1985).The service encounter: Managing employee/customer interaction in service business.Lexington, MA:Lexington Books.
14. Davis, M. M.,Vollmann, T. E.(1990).A framework for relating waiting time and customer satisfaction in a service operation.Journal of Service Marketing,4(1),61-69.
15. Ding, C. G.,Lin, C.-H.(2012).How does background music tempo work for online shopping?.Electronic Commerce Research and Applications,11(3),299-307.
16. Donovan, R. J.,Rossiter, J. R.(1982).Store atmosphere: An environmental psychology approach.Journal of Retailing,58(1),34-57.
17. Dubé, L.,Morin, S.(2001).Background music pleasure and store evaluation: Intensity effects and psychological mechanisms.Journal of Business Research,54(2),107-113.
18. Eysenck, M. W.(1982).Attention and arousal: Cognition and performance.New York:Springer.
19. Fraisse, P.(1984).Perception and estimation of time.Annual Review of Psychology,35(1),1-36.
20. Guéguen, N.,Jacob, C.(2010).Music congruency and consumer behaviour: An experimental field study.International Bulletin of Business Administration,9,56-63.
21. Herrington, J. D.,Capella, L. M.(1994).Practical applications of music in service settings.Journal of Services Marketing,8(3),50-65.
22. Herrington, J. D.,Capella, L. M.(1996).Effects of music in service environments: A field study.Journal of Services Marketing,10(2),26-41.
23. Hornik, J.,Schlinger, M. J.(1981).Allocation of time to the mass media.Journal of Consumer Research,7(4),343-355.
24. Hui, M. K.,Tse, D. K.(1996).What to tell consumers in waits of different lengths: An integrative model of service evaluation.Journal of Marketing,60(2),81-90.
25. Jacob, C.(2006).Styles of background music and consumption in a bar: An empirical evaluation.International Journal of Hospitality Management,25(4),716-720.
26. Katz, K. L.,Larson, B. M.,Larson, R. C.(1991).Prescription for waiting-in-line blues: Entertain, enlighten, and engage.Sloan Management Review,32(2),44-53.
27. Levin, I.(ed.),Zakay, D.(ed.)(1989).Time and human cognition: A life-span perspective.Amsterdam:Elsevier Science.
28. Machleit, K. A.,Meyer, T.,Eroglu, S. A.(2005).Evaluating the nature of hassles and uplifts in the retail shopping context.Journal of Business Research,58(5),655-663.
29. McElrea, H.,Standing, L.(1992).Fast music causes fast drinking.Perceptual and Motor Skills,75(2),362.
30. Mehrabian, A.,Russell, J. A.(1974).An approach to environmental psychology.Cambridge, MA:MIT Press.
31. Meyers-Levy, J.,Zhu, R. J.(2010).Gender differences in the meanings consumers infer from music and other aesthetic stimuli.Journal of Consumer Psychology,20(4),495-507.
32. Milliman, R. E.(1986).The influence of background music on the behavior of restaurant patrons.Journal of Consumer Research,13(2),286-289.
33. Milliman, R. E.(1982).Using background music to affect the behavior of supermarket shoppers.Journal of Marketing,46(3),86-91.
34. Morin, S.,Dubé, L.,Chebat, J.-C.(2007).The role of pleasant music in servicescapes: A test of the dual model of environmental perception.Journal of Retailing,83(1),115-130.
35. Noone, B. M.,Mattila, A. S.(2009).Restaurant crowding and perceptions of service quality: The role of consumption goals and attributions.Journal of Foodservice Business Research,12(4),331-343.
36. North, A. C.,Hargreaves, D. J.,McKendrick, J.(1999).The influence of in-store music on wine selections.Journal of Applied Psychology,84(2),271-276.
37. Oakes, S.(2003).Music tempo and waiting perceptions.Psychology and Marketing,20(8),685-705.
38. Ornstein, R. E.(1969).On the experience of time.Harmondsworth, Middlesex:Penguin.
39. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model service quality and its implications for future research.Journal of Marketing,49(4),41-50.
40. Roballey, T. C.,McGreevy C.,Rongo, R. R.,Schwantes, M. L.,Steger, P. J.,Wininger, M. A.,Gardner, E. B.(1985).The effect of music on eating behavior.Bulletin of the Psychonomic Society,23(3),221-222.
41. Scotland, R.(1991).Consumer service: A waiting game.Journal of Marketing,11,1012-1014.
42. Sherry, J. F., Jr.(ed.),Sternthal, B.(ed.)(1992).Advances in Consumer Research.Provo, UT:Association for Consumer Research.
43. Smith, P. C.,Curnow, R.(1966)."Arousal hypothesis" and the effects of music on purchasing behavior.Journal of Applied Psychology,50(3),255-256.
44. Spies, K.,Hasse, F.,Loesch, K.(1997).Store atmosphere, mood and purchasing behavior.International Journal of Research in Marketing,14(1),1-17.
45. Stipp, H.(1990).Musical demographics.American Demographics,12(8),48-49.
46. Stroebele, N.,de Castro, J. M.(2006).Listening to music while eating is related to increases in people's food intake and meal duration.Appetite,47(3),285-289.
47. Taylor, S.(1994).Waiting for service: The relationship between delays and evaluations of service.Journal of Marketing,58(2),56-69.
48. Taylor, S.(1995).The effects of filled waiting time and service provider control over the delay on evaluations of service.Journal of the Academy of Marketing Science,23(1),38-48.
49. Thomas, E. A. C.,Weaver, W. B.(1975).Cognitive processing and time perception.Perception and Psychophysics,17(4),363-367.
50. Underwood, G.(1975).Attention and the perception of duration during encoding and retrieval.Perception,4(3),291-296.
51. Yalch, R. F.,Spangenberg, E. R.(2000).The effects of music in a retail setting on real and perceived shopping times.Journal of Business Research,49(2),139-147.
52. Zajonc, R. B.(1965).Social facilitation.Science,149(3681),269-274.
53. 李國祿(2005)。Kaohsiung, Taiwan，高雄餐旅學院餐旅管理研究所=Graduate Institute of Hospitality Management, National Kaohsiung University of Hospitality and Tourism。
54. 高秋英、林玥秀(2004)。餐飲管理：理論與實務。台北市=Taipei, Taiwan:揚智文化=Yang-Chih Book。
55. 張怡蓁(2012)。New Taipei City, Taiwan，國立臺灣藝術大學中國音樂學系=Chinese Music Department, National Taiwan University of Arts。
56. 羅秀聰(2011)。New Taipei City, Taiwan，輔仁大學企業管理學系管理學系=Department of Business Administration, FuJen Catholic University。

1. 蔡昀儒、陳思伶、林若慧(2018)。以氣氛理論建構並解讀觀賽休閒者的情緒感染。觀光休閒學報，24(3)，235-262。
2. 陳冠仰,李紹銓(2021)。旅遊影音廣告內容越一致會越有效嗎？－以社會比較為干擾變數。餐旅暨觀光，18(2)，1-25。
3. 陳彥傑,翁守德,李孟蒨,王怡潔,王宗彥(2020)。氛圍音樂於溫泉旅館之探索研究－以臺南關子嶺溫泉風景區為例。觀光產業與航空管理期刊，3(1)，41-61。