Abstract
Purpose – The purpose of this paper is to investigate the effects of web site atmospherics such as music and product presentation on consumers' emotional, cognitive, and conative responses in online shopping.Design/methodology/approach – A convenience sample of 272 female college students participated in a web experiment employing a 2 (Product presentation: flat vs model)×2 (Music: present vs absent) between‐subjects factorial design.Findings – The findings of this study showed that: product presentation (model vs flat) had a significant effect on consumers' emotional responses; and there were positive relationships among consumers' emotional, cognitive, and conative responses. Unexpectedly, music had no effect on consumers' emotional responses.Research limitations/implications – Generalizing the results of this study is limited by the use of a convenience sample of college women.Practical implications – Online retailers need to pay more attention on developing effective online atmospherics that evoke pos...
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