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Because of the increasing competitive retail industry environment, retailers must be certain that their stores are up-to-date and suggest an image that is appealing to their target markets. In fact, one of the most significant features of the total product is the place where it is bought or consumed. In some cases, the place, or more specifically the place atmosphere, is more influential than the product itself in the purchase decision. A considerable body of literature has been accumulated on atmospheric effects in traditional stores; however, the impact of these factors in online retail environments has not yet been well documented. Some studies posit that although the instrumental qualities or utilitarian elements of online shopping (e.g. ease and convenience) are important predictors of consumers' attitudes and purchase behaviours, the hedonic aspects of the web medium could play an equally important role in shaping these behaviours. This study analyzes the influence of a hedonic atmospheric cue, specifically music, on shoppers' cognitive, emotional and behavioural responses in an online apparel shopping environment. A between-subjects experimental design is used to test our hypotheses. In addition we developed an integrated methodology that allows the simulation, tracking and recording of subjects’ behaviour within an online shopping environment under an atmospheric condition: the music. 1 This study is being developed within the Research Project whose reference is SEC2002-04326-C03-03. Plan Nacional de Investigación Científica, Desarrollo e Innovación Tecnológica. Programa Nacional de Socioeconomía. Ministerio de Ciencia y Tecnología.

HEDONIC MOTIVATIONS IN THE WEB SITE: EFFECTS OF MUSIC ON CONSUMER RESPONSES IN AN ONLINE SHOPPING ENVIRONMENT