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Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention

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  • Hwang, Angel Hsing-Chi
  • Oh, Jeeyun

Abstract

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 – heightened consumer control and perceived vividness of the website – 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.

Suggested Citation

  • Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918307148
    DOI: 10.1016/j.jretconser.2019.101928
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    4. Kuen-Cheng Lee & I-Hsiung Chang & Tsung-Jen Wu & Ru-Si Chen, 2022. "The Moderating Role of Perceived Interactivity in the Relationship Between Online Customer Experience and Behavioral Intentions to Use Parenting Apps for Taiwanese Preschool Parents," SAGE Open, , vol. 12(1), pages 21582440221, March.
    5. Yaqin Cao & Yi Ding & Robert W. Proctor & Vincent G. Duffy & Yu Liu & Xuefeng Zhang, 2021. "Detecting users’ usage intentions for websites employing deep learning on eye-tracking data," Information Technology and Management, Springer, vol. 22(4), pages 281-292, December.
    6. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    7. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
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