摘 要
随着市场竞争日益激烈，企业对消费者体验的关注度不断提升，听觉营销作为一种新兴的感官营销手段逐渐受到重视。本研究旨在探讨听觉营销在塑造消费者体验中的作用机制及其实际应用价值。通过整合心理学、营销学和神经科学的相关理论，本文采用实验研究与问卷调查相结合的方法，选取不同类型的音乐作为听觉刺激变量，分析其对消费者情绪反应、认知评价及购买意愿的影响。研究结果表明，听觉营销能够显著提升消费者的积极情绪，并通过情绪中介效应增强品牌记忆和购买意愿；此外，音乐类型与消费场景的匹配度对听觉营销效果具有重要调节作用。本研究的创新点在于首次系统性地揭示了听觉营销对消费者体验的作用路径，并提出了基于场景适配性的听觉设计框架。这一发现不仅丰富了感官营销领域的理论体系，还为企业提供了更具操作性的实践指导，帮助其优化多感官营销策略，从而在竞争中获得差异化优势。总体而言，本研究为理解听觉元素在消费者决策过程中的作用提供了新视角，并强调了听觉营销在现代商业环境中的战略意义。
关键词：听觉营销；消费者体验；情绪中介效应；场景适配性；购买意愿
Abstract
As market competition becomes increasingly intense, businesses are paying greater attention to consumer experiences, and auditory marketing, as an emerging sensory marketing approach, is gradually gaining importance. This study aims to explore the underlying mechanisms of auditory marketing in shaping consumer experiences and its practical application value. By integrating relevant theories from psychology, marketing, and neuroscience, this paper adopts a combination of experimental research and questionnaire surveys, selecting different types of music as auditory stimuli variables to analyze their impacts on consumers' emotional responses, cognitive evaluations, and purchase intentions. The findings indicate that auditory marketing can significantly enhance consumers' positive emotions and strengthen brand memory and purchase intention through the mediating effect of emotions. Moreover, the congruence between music type and consumption context plays a crucial moderating role in the effectiveness of auditory marketing. The novelty of this study lies in its systematic revelation of the pathways through which auditory marketing influences consumer experiences and the proposal of an auditory design fr amework based on contextual appropriateness. This discovery not only enriches the theoretical fr amework of sensory marketing but also provides businesses with more operational practical guidance to optimize multisensory marketing strategies, thereby achieving differentiated advantages in competition. Overall, this study offers a new perspective on understanding the role of auditory elements in the consumer decision-making process and highlights the strategic significance of auditory marketing in modern commercial environments.
Keywords: Auditory Marketing; Consumer Experience; Emotional Mediation Effect; Scene Compatibility; Purchase Intention
目 录
1绪论 1
1.1听觉营销与消费者体验的研究背景 1
1.2研究听觉营销对消费者体验的意义 1
1.3国内外研究现状分析 1
1.4本文研究方法与创新点 2
2听觉营销的核心理论基础 2
2.1听觉营销的基本概念界定 2
2.2消费者感知与听觉刺激的关系 3
2.3声音在品牌传播中的作用机制 3
2.4听觉元素对情绪影响的理论框架 4
2.5听觉营销与多感官体验的整合 4
3听觉营销对消费者体验的影响路径 5
3.1听觉信息如何塑造消费情境 5
3.2背景音乐对购买决策的作用分析 5
3.3品牌声音标识的记忆强化效应 6
3.4噪声对消费者体验的负面影响评估 6
3.5不同场景下听觉营销的效果差异 6
4听觉营销策略优化与实践应用 7
4.1针对目标群体的个性化听觉设计 7
4.2商业空间中听觉氛围的构建方法 7
4.3数字化时代下的音频广告策略研究 8
4.4听觉营销效果的测量与评估体系 8
4.5未来听觉营销的发展趋势展望 9
结论 9
参考文献 11
致 谢 12
