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- Title
Factors of Background Music Affecting Consumer Responses Toward Products in the Internet Shopping Mall.
- Authors
Soo-Jin Choi; Eunah Yoh
- Abstract
Purpose of this study is to explore effects of diverse factors (i.e., existence, genre, tempo, familiarity, likeability, and congruence) of background music on consumer responses to the product (i.e., attitude, purchase intention, and number of products in a cart) in Internet stores. Experiments with 356 undergraduate students were conducted in two Internet shopping store sites (i.e., sports shoes and hand-made shoes shopping stores). The study reports that existence, likeability, and congruence of music were strong factors enhancing consumers' positive responses toward the products in both of the Internet stores whereas effects of tempo and familiarity were observed only in the sports shoes shopping store. Genre had no influence on consumer responses toward the product in both of the stores. The present study results fill a void of empirical evidence on the effect of background music on Internet stores by providing valuable information of key factors of background music positively influencing consumer responses.
- Subjects
ENVIRONMENTAL music; CONSUMER preferences; INTERNET stores; ATHLETIC shoe stores; POPULAR music genres
- Publication
Journal of Asian Regional Association for Home Economics, 2016, Vol 23, Issue 1, p9
- ISSN
1027-880X
- Publication type
Article