Can Interactive Music Drive Your Online Shopping Cart? An Experimental Study of Consumer Engagement and Behavioral Intention

摘要

The study investigates the potential of applying interactive music to the design of e-commerce website in order to create more engaging consumer experience.Interactive music refers to a category of audio media where specific actions of a user lead to an alteration in the medium per se(Deweppe et al., 2015).On one hand, by integrating music to the presentation of interactivity, the degree of vividness is elevated, which produces positive effects on user engagement(Sheng and Joginapelly, 2012).On the other hand, by adding interactive features to the use of music, interactivity can also contribute to positive emotional reactions by enriching the sense of control and pleasure for its users(Koo and Lee, 2011).Therefore, the study posits that interactive music, compared to the use of static background music, will have a significant effect on user engagement that leads to greater behavioral intention and more positive evaluation toward the website and its brand.Additionally, the research examined whether four selected antecedents-existing attitude, Internet usage, price and web features as purchase decision-making factors-moderate the effects of interactive music on consumers’behavioral intention and perception.