Abstract
This research paper was conducted to identify and analyze the relationship between background music at stores and the impulse buying behaviour of young customers in Viet Nam. The research method employs Confirmatory Factor Analysis (CFA) and structural equation modelling (SEM) by using AMOS 20 software. The sample size includes 300 respondents in Viet Nam. In the proposed research model, “Musical genres”, “Volume in music”, “Familiarity with the music”, and “Rhythm in music” of background music at stores would positively impact to “emotional responses” of young customers, the “emotional responses” would impact positively to “mood changes”, and “mood changes” would impact positively to “impulse buying behaviour” of young customers. From this research, the authors also propose some managerial implications for organizations to increase the effectiveness of using background music at their stores to attract and trigger the impulse buying behaviour of young customers to increase their sales revenue. In addition, this research may reference other related research in the future.
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Nguyen, C., Le, N., Huynh, C. (2023). How Does Background Music at Stores Impact Impulse Buying Behavior of Young Customers in Vietnam?. In: Garg, L., et al. Key Digital Trends Shaping the Future of Information and Management Science. ISMS 2022. Lecture Notes in Networks and Systems, vol 671. Springer, Cham. https://doi.org/10.1007/978-3-031-31153-6_31
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