Interactive music for multisensory e‐commerce: The moderating role of online consumer involvement in experiential value, cognitive value, and purchase intention

Background music adds a multisensory element to marketing and e‐commerce. Applying interactive sensory‐enabling technologies (SETs) to online shopping websites is an area of interest in sensory marketing. This research examines interactive background music in e‐commerce and investigates how online c...

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Veröffentlicht in:	Psychology & marketing 2020-08, Vol.37 (8), p.1031-1056
Hauptverfasser:	Hwang, Angel Hsing‐Chi, Oh, Jeeyun, Scheinbaum, Angeline Close
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers e‐commerce interactive music interactivity multisensory integration Music online consumer involvement Purchase intention sensory marketing sensory‐enabling technologies (SETs)
Online-Zugang:	Volltext
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