Is Background Music Effective On Retail Websites?. (2nd January 2017)

• Record Type: Journal Article
• Authors: Wang, Liz; Baker, Julie; Wakefield, Kirk; Wakefield, Robin
• Is Part Of: Journal of promotion management. Volume 23:Number 1(2017)
• Page Start: 1
• Page End: 23
• Publication Date: 2017-01-02
• Subjects: arousal -- background music -- e-commerce -- gender -- perceived usefulness -- pleasure -- web skill; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2016.1251525
• Languages: English
• ISSNs: 1049-6491

Abstract

ABSTRACT: Web designers often advise online retailers against incorporating background music on websites. However, the effect of music in brick-and-mortar retail settings has generally been found to be favorable. The research on the effects of music has been mixed. Our study aims to examine whether congruent music on the website homepage influences online consumers. Using the responses of 290 visitors to two different commercial websites, we test the influence of background music on consumers' arousal and pleasure perceptions. The results indicate congruent background music on a website's homepage will generate positive affective responses of arousal and pleasure within users, and will enhance users' perceived usefulness and perceived enjoyment as well. The findings reveal the effects of respondent' affective responses to the music differed by gender. Website music produces significant affective and cognitive responses in high web skill/low web challenge users and explains more of website enjoyment.