Customers’ shopping values mediate the relationship between perception of store music and shopping well-being
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Cite this article:
Qin, Y., &
Liu, M.
(2025). Customers’ shopping values mediate the relationship between perception of store music and shopping well-being.
Social Behavior and Personality: An international journal,
53(10),
e14657.
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Understanding the influence of store music on customers’ shopping well-being has become a critical concern for retailers. This study explored the relationship between customers’ perception of the pleasantness of store music and their shopping well-being, with a particular focus on the potential mediating effect of shopping values. We conducted a paper-based survey involving 272 shoppers at a department store in China. The findings indicated that perceived pleasantness of store music was positively associated with both hedonic and utilitarian shopping values, which, in turn, were positively related to customers’ shopping well-being. Notably, both hedonic and utilitarian shopping values served as full mediators of the relationship between perceived pleasantness of store music and shopping well-being. We suggest that, to enhance customers’ shopping well-being, retailers should select store music carefully to align with their target customers’ shopping values.
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