Online Atmospherics: An Investigation of Feeling and Internet Purchase Intention

This study examines the online atmospheric cues of color and music and their impact upon feeling, attitude and purchase intention of consumers in the online environment. The research design was experimental and used data from a questionnaire. A pilot test of the instrument was conducted. The final questionnaire contained 39 items and a demographic section. A total of 200 questionnaires were collected. Participants were randomly assigned to one of four groups. Each group of 50 participants was exposed to a specific set of online atmospheric elements. The results indicated that Hypotheses 1, 3 and 4 were rejected while Hypotheses 2 and 5 were accepted. Managerial and theoretical implications are discussed along with future research suggestions.