論文內容提要：

購買環境氣氛深深的影響著消費者店內採購，在環境因子之一：音樂的研究上，過去著重於低涉入購買情境的影響，但在高涉入購買情境的影響仍為不顯著，以有許多研究發現音樂會影響消費者行為，相信在高涉入下搭配合適的音樂類型，應能有效改善消費行為，刺激採購，本研究重點之一為探討於高涉入情境下音樂的影響力與找尋適合的背景音樂類型。

在高涉入購買行為中，可以發現消費者需要更多的資訊蒐集與評估，屬於複雜的決策行為，而現在科技發達，產品多樣，功能眾多，消費者不易做明確選擇，進而更加借重於過去的經驗來加以決策，品牌偏好者對於某品牌有正向的評價，信任其品質，明顯影響其消費者決策，尤其是高涉入購買行為，品牌偏好者的購買行為值得探究，可以更深層了解消費者決策行為，也讓管理者更能掌握消費者，研擬適切的行銷策略。

本研究透過實驗設計，檢測搖滾音樂與柔和音樂對於高涉入購買行為的影響，並探討品牌偏好者的特徵，明確此兩項因子的重要性與影響力，並於後提出數點管理建議，以供業者的參考，納入製定行銷策略的參考因素，並對未來消費者行為研究上，提供另一的探索角度與方向。

關鍵字： 品牌偏好、背景音樂、高涉入，情緒

Abstract
Consumers’ emotion and skepticism in the process of purchase would affect their purchase decision and post-purchase evaluation. How to let consumers feel relieved and positive emotion is an important work to study. The results of them would be helpful to increase purchase intention and establish consumers’ relation. Consumers who have brand preference feel more confident and happier to make decision. Their emotion in the store is more positive and arousal. So they have higher purchase intention. The environment is related with consumers’ emotion and feeling in the store. It would be helpful for consumption in suitable environment. Background is an important peripheral cue. But the influence in high involvement is insignificant. From the respond from the consumers with brand preference we noticed that people’s emotion is more positive and arousal in rock music. There may be the same influence on consumers. The purpose of this study is to determine whether background music can be applied to improve consumer behavior and make sure the behavior of the consumers with brand preference. Specifically, the study answered the following questions interesting in consumer behavior research:
1. What are the features of the behavior of the consumers with brand preference?
2. How is the influence by using background music in stores? What types of music is more effective in high involvement?
3. What is the relation between emotion and purchasing behavior?
4. What’s the best way to improve consumer behavior?
The study answered the questions and provided the managerial implications for marketing practice and practiced to ascertain the marketing strategies.

Keywords: brand preference、 background music、high involvement、 emotion

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