چكيده به لاتين
Music is a kind of art that its function is combining vocals and musical instrument sounds to create beauty or emotional expression and is one of the influential elements in the store environment. This universal art is used in different applications from ritual ceremonies to propagation to the regulation of movement in military marches, communication or entertainments. Today, music and its neurpphysiological affects are attractive for many researchers around the world in the field of psychology, music is regarded as a kind of language of the world, which has its own special processing centers in the brain and same as the language, its understanding needs education. Therefore, music has a relational function and so there is a special logic of music in the brain that is activated by listening to musical vocals and shows its performance. Researchers have proven a wide range of interactions between music and social contents.
Environmental factors such as music playback, smell,type of floor covering and movie screening stimulate the buyers senses. The store environment can affect customers’ perceptions of the overall quality of the store in terms of service level, price and purchasing quantity. Many store managers are looking for ways to increase their sales through environmental stimuli. Playback background music in the store environment affects customers’ perceptions. No research has been carried out on the impact of various types of music in cultural centers, such as electronic stores in Iran. In this research, we tried to examine the amount of customers buying and the time they spend in the store looking for their needs and measuring the pleasure by their brain signals. The purpose of this research is to emphasize the importance of music as one of the most important elements of store environmental elements.
In this study, the affect of music on brain function is checked by electroencephalogram and we used MATLAB software for analyzing the brain signals. In this project, we selected 16 participants and tested them individually in the laboratory environment. Participants were asked to browse the website and then do their purchasing and we allow them to search within 15 minutes. Before searching, participants were asked to close their eyes for 30 seconds and then open their eyes for 30 seconds(for the signals to be fixed), and then start searching on the website. Background music was also played during participants’ searching. After searching and purchasing completion, we collected and analyzed participants’ brain signals and time duration of searching and EEG signals from beginning of closing the eyes until completion of the purchasing process. We analyzed the obtained brain signals using MATLAB software and obtained data using SPSS software. By using the results, we have come to the conclusion that a customer’s behavior follows a pattern and what is the desirable music tempo for backgroung music of the store, in order to better presentation the products and lead to an increase in sales.
