Effects of media formats on emotions and impulse buying intent

Thomas Adelaar, Susan Chang*, Karen M. Lancendorfer, Byoungkwan Lee, Mariko Morimoto


研究成果: Article査読

145 被引用数 (Scopus)


One way of generating revenue from broadband media content rests upon the assumption that multi-media content may trigger a greater intent to buy products and services impulsively. An experiment was performed in order to explore the effects of media formats on the emotions and impulse buying intentions for music compact discs (CDs). Three distinct media formats of World Wide Web pages were set up: (1) the text of the lyrics, (2) still images from the song's music video and (3) the music video itself. Each had a varying degree of visual/verbal intensity while simultaneously playing the soundtrack in all three conditions. The results of this study indicate that displaying the text of the lyrics had a greater effect on the impulse buying intent than showing still images of the music video. In addition, different media formats caused emotional responses that can explain the participant's impulse buying intent to buy the CD. Unexpectedly, the still images and video did not necessarily generate more buying intention than combinations of the text and music. Therefore, it is recommended that electronic commerce and marketing managers explore innovative ways of integrating visual and verbal media formats for eliciting an effective consumer response.

ジャーナルJournal of Information Technology
出版ステータスPublished - 2003 12月

ASJC Scopus subject areas

  • 情報システム
  • 戦略と経営
  • 図書館情報学


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