Online Atmospherics: The Impact of Colour and Music on Purchase Intention
Document Type
Article
Publication Date
1-1-2010
Description
This study examines the online atmospheric cues of colour and music and their impact upon feeling and purchase intention of consumers in the online environment. The research design was experimental and used data from a questionnaire. A pilot test of the instrument was conducted. The final questionnaire contained 39 items and a demographic section. A total of 200 questionnaires were collected. Participants were exposed to a specific set of online atmospheric elements. Results indicated a difference in regard to purchase intention when exposed to different colour. Results also found a correlation between feeling and internet purchase intention. Managerial and theoretical implications are discussed along with future research suggestions.
Citation Information
Price, Kelly. 2010. Online Atmospherics: The Impact of Colour and Music on Purchase Intention. International Journal of Electronic Marketing and Retailing. Vol.3(2). 97-113. https://doi.org/10.1504/IJEMR.2010.032868 ISSN: 1741-1025