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Music and amount of information: do they matter in an online apparel setting?

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In the context of an online apparel setting, this study examined the effects of amount of information and music on consumers’ affective states (i.e. pleasure and arousal) and cognitive states (i.e. perceived risk and attitude toward the site), which in turn may affect consumer shopping response (purchase intent). The moderating role of situational involvement with online shopping on the relationship between music/amount of information and affective/cognitive stateswas further examined. Results revealed significant effects for amount of information and music in relation to consumer situational involvement with online shopping. In addition, results revealed a significant effect for pleasure on perceived risk and attitude toward the site which in turn affected purchase intent. The findings of this study provide valuable managerial insights to online retailers by indicating the importance of the amount of information available on an apparel website. Additionally, this study is a springboard in determining the significant effect of music on affect and shopping responses on online shopping websites.

Keywords: affect; apparel; information; involvement; music; online shopping

Document Type: Research Article


Affiliations: 1: Department of Retailing,University of South Carolina, 701 Assembly St., Carolina ColiseumColumbia,29208, USA 2: Department of Fashion and Apparel Studies,University of Delaware, 213 Alison Hall WestNewark,19716, USA

Publication date: February 1, 2012

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