The Influence of National Vocal Music Characteristics on Consumers’ Intentions—Exemplified by the Marketplace Background Music

Abstract

This research analyzes the behavior and reaction of consumers against national music. The background music was subdivided into psychological aspects and physical aspects to test the structural relationship of consumers’ behavior intentions. The analysis found the following results. First, in terms of the psychological attitude, it was found that emotion and diversity were factors that significantly influence consumers’ behavior. Second, in terms of the physical attitude, it was found that recommendations and balance were factors that significantly influence their behavior.