摘要
When consumers shop online, it is primarily their visual sense that is being triggered. With technology under development to also provide an experience in the olfactory, taste, and haptic sense, this paper investigates the added value of background music in the online store environment. In particular, a study is conducted with three conditions: a no music condition, a condition with music which is crossmodally incongruent with the online store environment, and a condition with music crossmodally congruent with the online store environment. Crossmodal congruency refers to the crossmodal correspondences (i.e., the tendency of one sensory attribute to be associated with an attribute in another sense) that are shared between the music and the online store environment. Although both musical pieces used were considered as pleasant, consumer reactions were not more positive when compared to the no music condition. Interestingly, the value of the money spent in the no music condition was significantly higher than in both musical conditions. The incongruent music condition, however, did lead to significantly lower consumer reactions for the other variables measured (i.e., pleasure, arousal, and store environment evaluation) when compared to the no music and congruent music condition.
摘要译文
当消费者在线购物时，触发的主要是他们的视觉。随着技术的发展也可以提供嗅觉，味觉和触觉的体验，本文研究了在线商店环境中背景音乐的附加值。尤其是，在以下三个条件下进行了研究：无音乐条件，与在线商店环境在模式上不一致的音乐条件，以及与在线商店环境在模式上一致的音乐条件。跨模式一致性是指在音乐和在线商店环境之间共享的跨模式对应关系（即，一种感官属性与另一种属性关联的趋势）。尽管两种音乐作品都被认为是令人愉悦的，但是与无音乐条件相比，消费者的反应并没有更积极。有趣的是，在没有音乐的情况下花费的钱的价值显着高于在两种音乐条件下花费的钱。然而，与没有音乐和一致的音乐条件相比，音乐条件不一致的确确实导致了消费者对测得的其他变量（即愉悦，唤醒和商店环境评估）的反应明显降低。
Carmen Adams.1;Lieve Doucé.1. Online Sensory Marketing: The Crossmodal Effect of Background Music and the Look and Feel of a Webshop on Consumer Reactions. Marketing Opportunities and Challenges in a Changing Global Marketplace[M].DE: Springer, 2020: 285-296