The Role of Music on Website from the View of Gender Difference

10.29465/IJDMD.201212.0004

Lu-Hsin Chang

music ； online user ； gender ； optimum stimulation levels

國際數位媒體設計學刊

4卷1期（2012 / 12 / 01）

29 - 35

英文

Background music is a common and dominant ambient variable in numerous commercial environments, such as retail stores or restaurants. The notion of music congruence has been found as an influential stimulation element in the context of advertising and retailing. This study explores the interaction of music congruence and online user and propose some theoretical and managerial implications for online-related industry.

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