Centre d’Etudes et de Recherches Appliquées à la Gestion

Websites must involve visitors in enjoyable and memorable experiences so as to entice people to re-visit the website and to recommend it. This article investigates the impact of music, and seeks to explain the observed effect by underlying processes: immersion and experience. 250 persons were surveyed for their intention to re-visit a virtual art gallery and to recommend it. The results reveal that music fosters e-behavioral intentions. They also underline that immersion and aesthetic experience (emotions and contemplation) mediate this effect. The findings, confirming the impact of music on immersion, can thus help managers design effective website.