An investigation into the effects of music on consumer browsing behaviour within the online store environment

Search Swinburne Research Bank

Home

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/3551

Title: An investigation into the effects of music on consumer browsing behaviour within the online store environment
Author(s): Levin, Elizabeth C.; Rigopoulos, Alexandra
Abstract: This study is based on the works of Mehrabian and Russell, Donovan and Rossiter and Eroglu, Machleit and Davis and considers the application of the Stimulus Organism Response model in an online setting. The primary aim of the study was to investigate the effects of various music treatments on consumer behaviour whilst browsing in an online store. The context is restricted to Women’s clothing and accessories. It was found that participants’ level of pleasure and arousal were significantly higher when Top 40 music was played than when Classical music was played. Similarly, satisfaction was enhanced and avoidance behaviour diminished under the Top 40 music condition.
Publication type: Conference paper
Research centre: Swinburne University of Technology. Faculty of Business and Enterprise
Source: Paper presented at the 33rd European Marketing Academy (EMAC 2004) Conference, Murcia, Spain, 18-24 May 2004
Publication year: 2004
Publisher: University de Murcia
Publisher URL: http://www.emac-online.org
Peer reviewed