How does background music tempo work for online shopping?

Authors:
Cherng G. Ding;Chien-Hung Lin
Affiliations:
Institute of Business and Management, National Chiao Tung University, 118 Chung-Hsiao West Road, Section 1, Taipei, Taiwan;Institute of Business and Management, National Chiao Tung University, 118 Chung-Hsiao West Road, Section 1, Taipei, Taiwan
Venue:
Electronic Commerce Research and Applications
Year:
2012

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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.