The effects of perceived musical fit on sport consumer behaviours: Examining the mediating role of consumer emotional states

Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers’ perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers’ emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed.