The Influence of the Music Genre on the Emotional Consumer Response and Intentions to Purchase Online

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dc.contributor.authorDikčius, Vytautas
dc.contributor.authorRadavičienė, Indrė
dc.contributor.authorGerulytė, Živilė
dc.coverage.issue33cs
dc.coverage.volumeXIIIcs
dc.date.accessioned2020-05-15T13:14:36Z
dc.date.available2020-05-15T13:14:36Z
dc.date.issued2019-06cs
dc.description.abstractPurpose of the article: How online shop atmosphere (different background music genre) affects emotional states depending on different product categories; and how the emotional states induced by website atmosphere affect satisfaction with background music, e-shop quality perception and purchase intention responses. Methodology/methods: Experiment, mixed ANOVA and linear regression. Scientific aim: The current study confirmed the stimulus-organism-response relationship by using online stimuli affected the emotion and attitude towards the site (emotional/cognitive states) and consequently influenced purchase intent (response). Findings: The results indicated that the manipulation of different music genres makes it possible to assess whether there are differences between the music genre impact on the emotional response. The impact of different product categories on the emotional response was identified. The analysis results showed that emotional response was positively associated with the intention to buy when popular music was playing as the background of the e-shop; furthermore, the positive impact was identified when the quality factor was operating. Conclusions: It is concluded that the emotional response is positively associated with the intention to buy when popular music is playing, further-more, the positive impact is identified when the quality factor is operating. When no music is playing, the emotional response has a negative impact on the intention to buy. The study limitation can be perceived in the fact that the same respondent evaluated only one of the online stores – it is useful to compare the same respondent’s emotional response and intention to buy both utilitarian and hedonistic products in e-shops.en
dc.formattextcs
dc.format.extent71-85cs
dc.format.mimetypeapplication/pdfen
dc.identifier.citationTrendy ekonomiky a managementu. 2018, XIII, č. 33, s. 71-85. ISSN 1802-8527.cs
dc.identifier.doi10.13164/trends.2019.33.71cs
dc.identifier.issn1802-8527
dc.identifier.urihttp://hdl.handle.net/11012/187711
dc.language.isoencs
dc.publisherVysoké učení technické v Brně, Fakulta podnikatelskács
dc.relation.ispartofTrendy ekonomiky a managementucs
dc.relation.urihttps://trends.fbm.vutbr.cz/index.php/trends/article/view/trends.2019.33.71cs
dc.rights© Vysoké učení technické v Brně, Fakulta podnikatelskács
dc.rights.accessopenAccessen
dc.subjectmusic genreen
dc.subjectemotional responseen
dc.subjectpurchase intentionen
dc.subjectonline shoppingen
dc.subjectwebsite quality perceptionen
dc.titleThe Influence of the Music Genre on the Emotional Consumer Response and Intentions to Purchase Onlineen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
eprints.affiliatedInstitution.facultyFakulta podnikatelskács
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Číslo 33, ročník XIII