Positive mood as a mediator of the relations among musical preference, postconsumption product evaluation, and consumer satisfaction.
This study of how positive mood mediates the influences of musical preference and postconsumption product evaluation on consumer satisfaction focuses specifically on a model in which positive mood fully mediates the influences. The proposed model is compared with two competing models, and a structural equation model is used to test and compare the three theory-driven models. This study sampled 247 students majoring in management at a single university. They had mean age of 23 yr. (SD=2.5). This study used questionnaires to measure subjects' evaluations of a cup of coffee, preference for the music broadcast in the coffee shop, positive mood, and satisfaction after they had the coffee. Analysis indicated that the proposed model outperformed the two competing models in describing the data using chi-square difference tests. Positive mood was identified as a full mediator of the relationship between musical preference and consumer satisfaction. Moreover, the results demonstrate for service managers the importance of creating positive consumer mood.
Chang Gung University, Kweishan Shiang, Taoyuan, Taiwan. chingit@mail.cgu.edu.tw
Ching-I
CI
Teng
Hsu-Min
HM
Tseng
Heng-Hui
HH
Wu
D000328:Adult; D000339:Affect; D002755:Choice Behavior; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D008297:Male; D009146:Music