This study aimed at identifying the effects of background music and shopping task on the consumer's emotional and behavioral response in the online shopping environment. Six conditions of the combination of music (fast, slow, no music) and shopping task (high and low hedonic value) were conducted to investigate its impact on pleasure, arousal, overall satisfaction, purchase intention and revisit website intention. 132 responses were collected. Data were collected through a web-based survey provided with online self-administered questionnaires and analyzed through ANOVA and regression analysis. The findings indicate that pleasure has a positive influence on behavioral response; whereas arousal has an insignificant impact on behavioral response. The background music with a slow tempo without lyrics helps to lower the level of arousal while purchasing high hedonic value goods. Theoretical and managerial implications are discussed along with limitations and directions for future research directions.

This study aimed at identifying the effects of background music and shopping task on the consumer's emotional and behavioral response in the online shopping environment. Six conditions of the combination of music (fast, slow, no music) and shopping task (high and low hedonic value) were conducted to investigate its impact on pleasure, arousal, overall satisfaction, purchase intention and revisit website intention. 132 responses were collected. Data were collected through a web-based survey provided with online self-administered questionnaires and analyzed through ANOVA and regression analysis. The findings indicate that pleasure has a positive influence on behavioral response; whereas arousal has an insignificant impact on behavioral response. The background music with a slow tempo without lyrics helps to lower the level of arousal while purchasing high hedonic value goods. Theoretical and managerial implications are discussed along with limitations and directions for future research directions.

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