近年來體驗行銷逐漸受到重視，網路商店希望藉由消費者整體優良的使用者體驗，促使消費者有購買意願。背景音樂已經成為現代商業不可或缺的重要元素之一，因為音樂會影響人類的情緒變化，而情緒的起伏、波動，會使消費者在心理層面有著不同的感受，已被廣泛使用在不同的消費場所，包括電商網站也藉由背景音樂來影響消費者情緒，讓消費者體驗愉快的購物網站氣氛而最終刺激銷售。因此，本研究探討體驗行銷之感官體驗中的聽覺面向，如何影響消費者的購買決策。本研究以功能性磁振造影(Functional magnetic resonance imaging)為工具，著重於消費者的聽覺體驗於線上購物過程中，根據「刺激-行為個體-反應」(Stimulus-Organism-Response)探討不同音樂類型對於消費者的腦區活化反應是否不同，以及消費者在購買決策過程中的知覺風險程度以及購買意願的差異。研究結果發現，聆聽不同音樂類型的受試者，其對於購物決策和知覺風險程度有不同，腦影像的活化區域也有不同。聆聽古典音樂的參與者其購買意願較高，而當商品呈現有點數作為獎勵時，消費者的購買意願為做高。此時活化的腦區為NAcc (Nucleus accumbens)，此腦區又被稱為快樂中樞，位於獎賞神經網絡，也為價值與感受的決策相關腦區。

In recent years, experiential marketing has gradually gained attention, and owners of E-commerce website hope to increase revenue by improving user experience of online shopping. Background music is an essential element in the modern commercial. Due to the music is a powerful and engaging stimulus that evokes emotion and influences decision-making processes and risk-taking. E-commerce website can create pleasure atmosphere to influence consumers’ decision-making and raise revenue by playing music. Thus, this study explores how the hear aspect of sensory experience influence consumer decision making. Based on Stimulus-Organism-Response(S-O-R) theory, this study utilizes different music genres as stimulus to evoke consumers’ emotion to explore the decision-making and levels of perceived risks. Besides, this study adopts functional Magnetic Resonance Imaging (fMRI) tools to investigate whether different brain regions will be activated while different hear-perception processing. As a result, this study found that the participants listening to different types of music had different levels of risk for shopping decisions and perceptions, as well as different activation areas of brain images. The participants listening to classical music had a higher level of intention of purchase compared with those who didn’t. When the rewarding points were offered to the particpants along with the presentation of product images, their levels of purchasing intention was the highest during the fMRI experiment. The brain area activated by the participants at that time was NAcc (Nucleus accumbens). This brain area is also called the happy center, which is located in the reward neural network, and is also a brain area related to the decision of value and feeling.

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