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

Author

Listed:
  • 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])

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.

Suggested Citation

  • Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Grenoble Ecole de Management (Post-Print) halshs-01344350, HAL.
    • Handle: RePEc:hal:gemptp:halshs-01344350
    DOI: 10.1016/j.im.2015.07.009
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    Citations

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    Cited by:

    1. 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).
    2. Woo, Hongjoo & Shin, Daeun Chloe & Kim, Naeun Lauren & Tong, Zhenghao & Kwon, Soyon, 2024. "Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    4. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    5. Hyejin Yoon & Catherin Song & Myunghee Ha & Chulwon Kim, 2022. "Impact of COVID-19 Pandemic on Virtual Korean Wave Experience: Perspective on Experience Economy," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    6. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness," Post-Print halshs-04159592, HAL.
    7. Zhao Li & Shujin Shu & Jun Shao & Elizabeth Booth & Alastair M. Morrison, 2021. "Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum’s Cultural and Creative Products," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    8. Ali, Fayaz & Tauni, Muhammad Zubair & Ali, Ayaz, 2022. "The Big Five dyad congruence and compulsive buying: A case of service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. Fang, Jiaming & Zhao, Zhirong & Wen, Chao & Wang, Ruping, 2017. "Design and performance attributes driving mobile travel application engagement," International Journal of Information Management, Elsevier, vol. 37(4), pages 269-283.
    10. F. Ali & Muhammad Zubair Tauni & A. Ali, 2022. "The Big Five Dyad Congruence and Compulsive Buying: A Case of Service Encounters," Post-Print hal-04584719, HAL.

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