Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention
Angel Hsing-Chi Hwang and
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
The current study investigates the potential of applying interactive music to the design of e-commerce websites, aiming to create more engaging consumer experience. The model of Theory of Interactive Media Effects (TIME) is applied to propose two psychological mechanisms â€“ heightened consumer control and perceived vividness of the website â€“ that explain the effect of interactive music on consumer engagement. A single-factor experiment with three conditions (the control condition without background music, the static background music condition, and the interactive background music condition) was conducted and data from 248 consumers were collected. Results found that consumers in the interactive music condition were more affectively engaged in the shopping task compared to those in the other two conditions due to a higher level of novelty. The novelty dimension of affective engagement subsequently led to stronger behavioral intention and more positive perception toward the website and its brand. Whereas consumer control explained only affective engagement with the online store, perceived vividness of the website predicted both cognitive and affective engagement. In conclusion, the present study contributes to scholarship by addressing limited discussion on interactive music under the context of consumer behavior and drawing attention to perceived control and vividness as critical mediators of consumer engagement in the digital retailing environment.
Keywords: Interactivity; Interactive music; Consumer engagement; E-commerce; Theory of interactive media effects (TIME) (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918307148
Access Statistics for this article
Journal of Retailing and Consumer Services is currently edited by Harry Timmermans
More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Haili He ().