How does background music tempo work for online shopping?

Cherng G. Ding*, Chien Hung Lin

*Corresponding author for this work

Research output: Contribution to journalArticle

27 Scopus citations

Abstract

This research examines the impact of background music tempo, an emotional stimulus, on consumer attitude in online shopping. The authors conducted two empirical studies based on the same experimental design. The results of both studies supported the study's main hypothesis: background music tempo positively affects consumer arousal. It also suggests that product category moderates the influence of arousal on pleasure such that a positive effect occurs when shopping online for hedonic products but not for utilitarian products. In addition, consumer trust mediates the positive influence of pleasure on purchase intention. The authors also discuss the managerial implications of the empirical results.

Original languageEnglish
Pages (from-to)299-307
Number of pages9
JournalElectronic Commerce Research and Applications
Volume11
Issue number3
DOIs
StatePublished - 1 May 2012

Keywords

  • Arousal
  • Background music
  • E-commerce
  • Hedonic products
  • Pleasure
  • Purchase intention
  • Trust
  • Utilitarian products

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