Can music improve e-behavioral intentions by enhancing consumers’ immersion and experience?

• In a virtual art gallery, music fosters e-behavioral intentions.
• Immersion and esthetic experience fully mediate this effect.
• Music enables website visitors to live a more enjoyable and stimulating experience.
• Immersion and experience must be conceptualized and measured as two separate concepts.
• Music is an appealing tool for designers who want to create an experiential website.

Websites must involve visitors in enjoyable and memorable experiences to entice people to revisit and recommend them. This article investigates the impact of music and seeks to explain e-behavioral intentions through two underlying processes: immersion and experience. A total of 250 persons were surveyed for their intentions to re-visit and recommend a virtual art gallery. The results reveal that music fosters e-behavioral intentions. They also emphasize that immersion and aesthetic experience (emotions and contemplation) mediate this effect. The findings, confirming the impact of music on immersion, could thus help managers design more effective Websites.