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im he a stud ousa itiv on, dis dly an ched $ same q onsecu hen th (US Chines come the important strategy to gain competitive advantages. The online environment is different from the physical environment in that consumers search for product information and make purchase decisions in front of the screen. The environment at that moment becomes important because a pleasant atmosphere can induce positive emotions and enhance purchase intention. Background sure on shopping behavior have been well recognized. However, the effects of arousal have been found to be inconsistent; they may be positive, negative or even non-existent (Kaltcheva and Weitz 2006). Also, there may be factors having moderating effects on the process of emotional influence. How background music fits the shopping context and how it affects consumers ’ shopping behavior need further investigation. On the other hand, consumers perceive more risk under the online shopping environment be-cause of the physical distance between buyers and sellers. There-fore, trust becomes more important in the virtual environment than in the physical environment (McCole 2002). The more trus