| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 379789 | Electronic Commerce Research and Applications | 2012 | 9 Pages |
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.
Related Topics
Physical Sciences and Engineering
Computer Science
Artificial Intelligence
Authors
Cherng G. Ding, Chien-Hung Lin,