音樂調式是由不同音所串聯的集合體，大多數的調式屬於大調式以及小調式，分別譜出愉悅與憂傷風格的樂章，運用不同調式的樂曲，可激發聆聽者產生情緒的共鳴。本研究探討聆聽者在休閒咖啡館的消費環境中，若是聆聽到不同調式的樂曲，是否會因為情緒的改變而影響到購買意願。研究架構參酌理性行為模式作為理論基礎，採用實驗設計方式，驗證受測者在聆聽前和聆聽後對於消費信念、消費態度及消費意圖是否有差異性。實驗採用的樂曲皆為自創編曲，目的是確保單一調式以及避免歌曲熟悉度的影響。資料分析的進行方式，是將受測樣本區分為調式及性別的2×2群組。共發現以下六項研究結果:(一)有背景音樂可提升消費信念、消費態度，及消費意圖(二)大調音樂及小調音樂皆能正面提升消費信念、消費態度，及消費意圖(三)女性在大調音樂和小調音樂所造成聽後和聽前消費信念、消費態度，及消費意圖分數差的差異幅度，比男性受測者高(四)男性較女性易在小調音樂的聆聽環境產生正面消費信念、消費態度，及消費意圖(五)女性較男性易受到小調音樂影響，使得聆聽音樂後，正面消費信念、消費態度，及消費意圖的成長幅度較低(六)進入店內前心情偏向正面之消費者，聆聽大調背景音樂較易產生正面消費信念、消費態度，及消費意圖。本研究提供行銷領域之研究參考，並建議相關業者可在消費環境中播放不同調式的樂曲，以刺激消費者的購買意願。

Musical modes are composed by different scales, most frequently occurred in major and minor modes, which joy and sorrow music can be written respectively. Listeners’ emotional sympathetic response can be inspired by using different modes. This study investigates whether the consumer belief, consumer attitude, or purchase intention could be affected by the emotional changing under different modes in casual cafe. Present study develops a model by Theory of Reasoned Action, using experimental design to verify the result. Homemade songs are used to ensure that the entire song purely belongs to one mode and to avoid the effect of familiarity in current songs. As to data analysis method, the tested samples are divided into modes and gender, which can form 2 × 2 groups. The following six results were :(1) Background music can enhance positive consumer belief, consumer attitude, and purchase intention (2) Major and minor music can all enhance positive consumer belief, consumer attitude, and purchase intention (3) In major and minor music mode, the distance of the difference of the consumer belief, consumer attitude, and purchase intention’s score before hearing and after hearing music, male result is larger than female result (4) Male are more likely to gain positive consumer belief, consumer attitude, and purchase intention then female in minor music environment (5) Female people are more likely to be affected by minor mode music, which can lower growth rate of the positive consumer belief, consumer attitude, and purchase intention (6) In a positive mood situation, people who listen to major music can easier gain positive consumer belief, consumer attitude, and purchase intention. This research can be used in leisure and recreation, and suggests that service providers can play different modes of music to stimulate consumer’s purchase intention.

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