Online atmospherics: the impact of colour and music on purchase intention. (27th April 2010)

• Record Type: Journal Article
• Authors: Price, Kelly
• Is Part Of: International journal of electronic marketing and retailing. Volume 3:Number 2(2010)
• Page Start: 97
• Page End: 113
• Publication Date: 2010-04-27
• Subjects: online atmospherics -- colour -- music -- purchase intention -- online environments -- internet -- world wide web -- shopping -- atmospheric cues -- consumer behaviour -- purchasing -- feeling -- customers -- electronic marketing -- e-marketing -- electronic retailing -- e-retailing; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

Abstract

This study examines the online atmospheric cues of colour and music and their impact upon feeling and purchase intention of consumers in the online environment. The research design was experimental and used data from a questionnaire. A pilot test of the instrument was conducted. The final questionnaire contained 39 items and a demographic section. A total of 200 questionnaires were collected. Participants were exposed to a specific set of online atmospheric elements. Results indicated a difference in regard to purchase intention when exposed to different colour. Results also found a correlation between feeling and internet purchase intention. Managerial and theoretical implications are discussed along with future research suggestions.