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

Caroline Cuny, Marianela Fornerino () and Agnès Helme-Guizon ()
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Caroline Cuny: EESC-GEM Grenoble Ecole de Management
Marianela Fornerino: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, MKT - Marketing - EESC-GEM Grenoble Ecole de Management, EESC-GEM Grenoble Ecole de Management
Agnès Helme-Guizon: CNRS-L - National Council for Scientific Research = Conseil national de la recherche scientifique du Liban [Lebanon], UGA [2016-2019] - Université Grenoble Alpes [2016-2019], CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: Websites must involve visitors in enjoyable and memorable experiences so as to entice people to re-visit the website and to recommend it. This article investigates the impact of music, and seeks to explain the observed effect by underlying processes: immersion and experience. 250 persons were surveyed for their intention to re-visit a virtual art gallery and to recommend it. The results reveal that music fosters e-behavioral intentions. They also underline that immersion and aesthetic experience (emotions and contemplation) mediate this effect. The findings, confirming the impact of music on immersion, can thus help managers design effective website.

Keywords: music; immersion; virtual art gallery; e-behavioral intentions; aesthetic experience; web design (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (11)

Published in Information and Management, 2015, 52 (8), pp.1025-1034. ⟨10.1016/j.im.2015.07.009⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01344350

DOI: 10.1016/j.im.2015.07.009

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