Effects of placement point of background music on shopping website

Consumer on-line behaviors are more important than ever due to highly growth of on-line shopping. The purposes of this study were to design placement methods of background music for shopping website and examine the effect on browsers' emotional and cognitive response. Three placement points of background music during the browsing, i.e. 2 min., 4 min., and 6 min. from the start of browsing were considered for entry points. Both browsing without music (no music) and browsing with constant music volume (full music) were treated as control groups. Participants' emotional state, approach-avoidance behavior intention, and action to adjust music volume were collected. Results showed that participants had a higher level of pleasure, arousal and approach behavior intention for the three placement points than for no music and full music. Most of the participants for full music (5/6) adjusted the background music. Only 16.7% (3/18) participants for other levels turn off the background music. The results indicate that playing background music after the start of browsing is benefit for on-line shopping atmosphere. It is inappropriate to place background music at the start of browsing shopping website. The marketer must manipulated placement methods of background music for a web store carefully.