Une étude exploratoire des réactions et des relation associées à l'évaluation et l'intention d'achat de la musique rock

Abstract

La musique enregistrée est une industrie représentant plusieurs milliards de dollars. Pourtant, peu d'études ont été menées sur le processus de décision conduisant le consommateur à l'achat. Cette étude a eu pour but d'examiner les réactions suscitées par une musique rock inédite chez l'auditeur et de déterminer comment ces réactions influent ultérieurement sur l'intention d'achat du produit musical. Les résultats expérimentaux montrent que les réactions sensorielles, émotionnelles, imaginaires et analytiques à la musique ont toutes un effet direct sur les réactions affectives et «expériencielles», qui à leur tour influencent l'intention d'achat. L'indicateur le plus fort de l'intention d'achat est le besoin de revivre l'expérience musicale. Le fait d'apprécier la musique (c'est-à-dire la réaction affective) n'est pas un indicateur de l'intention d'achat aussi fort que la réaction expériencielle, ce qui montre la capacité de la musique à générer une expérience absorbante.

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