The Musicscape Model: Direct, Mediating, and Moderating Effects in the Casual Restaurant Experience

Abstract

Few studies have utilized casual restaurant field settings to test relationships among music treatments, the impact on the perceived atmosphere, and, ultimately, the impact on the intent to return and total amount spent. This study tested direct, moderating, and mediating relationships shown in the Oakes (2000) musicscape model in a casual restaurant setting. The tests supported direct and moderating effects of age and music treatments on atmosphere perception and consumer’s intention to return and total amount spent. Results supported the partial mediation effect of perceived atmosphere as an intervening variable between age with intent to return and total spending behaviors. Implications of findings are discussed along with suggestions for future research.