Investigating the Effect of Background Music on the Intention to Buy through Stimulation, Joy, Trust, and the Moderating Product Level Hamideh Faizabadi M.Sc., Department of Business Management, Islamic Azad University, Aliabad Katoul Branch, Iran. E-mail: hamidefeizabadi@gmail.com Mahdi Zanganeh *Corresponding author, M.Sc., Department of Business Management, Islamic Azad University, Aliabad Katoul Branch, Iran. E-mail: mehdi.zanganeh@aliabadiau.ac.ir Samereh Shojaee Assistant Prof., Department of Management, Islamic Azad University, Aliabad Katoul Branch, Iran. E-mail: shojaee719@gmail.com Hormoz Mehrani Assistant Prof., Department of Management, Islamic Azad University, Aliabad Katoul Branch, Iran. E-mail: mehrani@aliabadiau.ac.ir Abstract Objective Most of the experts in marketing consider the market (store) environment as an effective factor to attract customers which is used as a strategy to create a pleasant purchasing experience for the customers and influence the consumers’ behavior. Nowadays, hypermarkets pay more attention to the custormers’ comfort while purchasing and try to use a variety of strategies, nice background music or good smell in the market, to make the customers stay longer in there. Intention to buy can be affected by many factors like background music, stimulation and joy, trust and the products level. Music refers to the ability to conbey feeling through sounds that can help relies your feeling or thoughts and to show your inner characteristic. Hence, playing music can help keep the customer in the market for longer which may be effective in their purchasing intention. The main goal of the present study is to evaluate the role of background music on the customers’ intention to buy considering the intervening variables like stimulation, joy, trust and the determining variable of products level. Methodology This is a practical study in nature and is considered as a causal descriptive survey. The statistical population includes all customers of the 5 branches of Ofogh Kourosh Hypermarkets in Gorgan during the first four month in 2017. According to Cochran formula, a sample size of 420 were selected and 384 questionnaire were collected at the end. SPSS and structural equation modeling (SEM) through Smart PLS were run to analyze the data.