Effects of Background Music and Stlye for Browsing

• Main Authors: Chen Yung-Lin, 陳永琳
• Other Authors: Lai Chien-Jung
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48001815291652303240

碩士 === 國立勤益科技大學 === 流通管理系 === 97 === Consumers often use the Internet for shopping, accompaning with Web applications in widespread. Due to the consumer is unable to enter the web shopping store and interacts with the staff, even trial goods. Hence it is not to meet the consumer’s concrete shopping experience. There were few researches that focused on the effects of background music with online store. The study mainly investigated the browsing behavior on web shopping store affected by background music. This study adopted laboratory experiment. The independent variables were the website category (3C information web, tourism web) and the background music style(no music, classical music, pop music). The dependent variables were the recall correct percentage, fixation time, fixation number and mean fixation duration. The gaze tracking system was conducted to collect the eye movement data. A questionnaire surrey was used to collect the subjective rating measures. The results that the shopping website with background music can affect subjects’ recall in brosing product information. The music style of shopping website will make the different response for browser. Regardless of the objective data and subjective assessment, the combination of pop music and 3C information website can increase browser’s attention, browsing time and recall correct percentage of product information.