本研究探討背景音樂的節奏（快／慢）與類型（古典／電子）對大學生知覺價格的影響，並檢視音樂喜好度與熟悉度的調節作用及購買經驗的干擾效果。本研究採用2×2實驗設計（古典快板、古典慢板、電子快板、電子慢板），以107位大學生為受試者，進行11項商品的出價評估。研究結果發現，音樂節奏與類型對知覺價格的主效應不顯著，但音樂喜好度對價格出價具有顯著正向影響，購買經驗則降低對音樂刺激的敏感性。此外，音樂節奏與類型在特定商品情境下呈現交互作用。本研究支持情緒價值理論及S-O-R模型，並建議行銷實務可依顧客音樂偏好進行環境配置，未來研究可擴展至跨文化、多感官情境。

This study explores the effects of background music tempo (fast/slow) and genre (classical/electronic) on college students' perceived price, while examining the moderating roles of music preference, music familiarity, and the interference effect of purchase experience. A 2×2 experimental design (fast classical, slow classical, fast electronic, slow electronic) was employed, involving 107 college students who evaluated prices for 11 products. The findings indicated no significant main effects of music tempo and genre on perceived prices; however, music preference showed a significant positive influence, while purchase experience reduced sensitivity to music stimuli. Additionally, interactions between music tempo and genre emerged for specific products. The results support the Affect Heuristic and the Stimulus-Organism-Response (S-O-R) model, suggesting marketers should tailor music environments based on customer preferences. Future research could extend to cross-cultural and multisensory contexts.

目錄	IV
表目錄	VI
第一章　緒論	1
第一節	研究背景與動機	1
第二節	研究問題與目的	5
第二章 文獻探討	9
第一節	音樂對閱聽人的影響	9
第二節	音樂節奏與音樂類型對心理與行為的影響	14
第三節	音樂喜好與熟悉度的消費心理角色	18
第四節	消費者知覺價格與音樂影響機制	20
第五節	背景音樂在行銷與傳播中的應用與理論基礎	24
第六節	感官行銷與體驗行銷中的音樂應用	27
第七節	小結	31
第四章 研究方法	33
第五章 研究分析	35
第一節	資料說明	35
第二節	描述性統計分析	36
第三節	統計分析與假設檢驗	39
第四節	小結	58
第六章 研究結論	63
第一節	研究總結	63
第二節	研究目的回應	64
第三節	研究限制與省思	65
第四節	行銷與應用意涵	67
第五節	未來研究建議	68
第六節	結語	70
參考文獻	 72

表目錄
表5-2-1：四組音樂情境之所有品項出價平均值與標準差	36
表5-2-2：不同音樂節奏下所有商品出價的平均數與標準差	37
表5-2-3：不同音樂類型下所有商品出價的平均數與標準差	37
表5-2-4：四組音樂情境之個別品項出價平均數/（標準差）	38
表5-3-1：音樂節奏與音樂類型對所有商品整體出價之雙因子變異數分析	39
表5-3-2：音樂節奏與音樂類型對烤麵包機出價之雙因子變異數分析	40
表5-3-3：音樂節奏與音樂類型對冰箱出價之雙因子變異數分析	40
表5-3-4：音樂節奏與音樂類型對衣櫃出價之雙因子變異數分析	41
表5-3-5：音樂節奏與音樂類型對書桌出價之雙因子變異數分析	41
表5-3-6：音樂節奏與音樂類型對隨身碟出價之雙因子變異數分析	41
表5-3-7：音樂節奏與音樂類型對隨身碟出價之雙因子變異數分析	42
表5-3-8：音樂節奏與音樂類型對行動電源出價之雙因子變異數分析	42
表5-3-9：音樂節奏與音樂類型對運動鞋出價之雙因子變異數分析	42
表5-3-10：音樂節奏與音樂類型對後背包出價之雙因子變異數分析	43
表5-3-11：音樂節奏與音樂類型對行李箱出價之雙因子變異數分析	43
表5-3-12：音樂節奏與音樂類型對電風扇出價之雙因子變異數分析	43
表5-3-13：音樂節奏與音樂類型對珍珠奶茶出價之雙因子變異數分析	44
表5-3-14：音樂喜好度、熟悉度與出價之皮爾森(PEARSON)相關係數矩陣	48
表5-3-15：音樂類型、節奏與主觀感受對知覺價格之多元線性回歸分析結果	49
表5-3-16：音樂類型與節奏與購買經驗對烤麵包機出價之多元線性回歸分析	51
表5-3-17：音樂類型與節奏與購買經驗對冰箱出價之多元線性回歸分析	52
表5-3-18：音樂類型與節奏與購買經驗對衣櫃出價之多元線性回歸分析	53
表5-3-19：音樂類型與節奏與購買經驗對書桌出價之多元線性回歸分析	53
表5-3-20：音樂類型與節奏與購買經驗對隨身碟出價之多元線性回歸分析	54
表5-3-21：音樂類型與節奏與購買經驗對行動電源出價之多元線性回歸分析	54
表5-3-22：音樂類型與節奏與購買經驗對運動鞋出價之多元線性回歸分析	55
表5-3-23：音樂類型與節奏與購買經驗對後背包出價之多元線性回歸分析	55
表5-3-24：音樂類型與節奏與購買經驗對行李箱出價之多元線性回歸分析	56
表5-3-25：音樂類型與節奏與購買經驗對電風扇出價之多元線性回歸分析	56
表5-3-26：音樂類型與節奏與購買經驗對珍珠奶茶出價之多元線性回歸分析	57
表5-4-1：各項研究假設之驗證結果總覽表	59

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