Interactive music for multisensory e‐commerce: The moderating role of online consumer involvement in experiential value, cognitive value, and purchase intention

Background music adds a multisensory element to marketing and e‐commerce. Applying interactive sensory‐enabling technologies (SETs) to online shopping websites is an area of interest in sensory marketing. This research examines interactive background music in e‐commerce and investigates how online consumer involvement moderates the effects of interactive music. Single‐factor experiments with three conditions (interactive music, static background...