Effects of the color of ecommerce websites on the me-morizing and on the intent of purchase

Jean-Eric PELET

Abstract


This article aims at studying the impact of the colors of e-commerce websites as an atmospheric variable of the interface, on the viewer’s memorization and intent to buy. Relying on a literature re-view as well as on investigations provided by an exploratory qualitative analysis followed by a con-firmatory quantitative analysis, we wish to introduce the theoretical and methodological bases ad-dressing this issue. The interaction of hue and brightness, using chromatic colors for the dominant (background) and dynamics (foreground) ones, supports the memorizing and the intent of purchase when contrast rests on a weak situation of brightness. The emotional state (emotions and mood) shows that a negative mood causes a better memorizing but a decreasing intent of purchase, just as stimulation acts positively on the intent of purchase. This research contributes in reinforcing our knowledge of e-commerce and of the effects of the interface on consumer perception and behaviour. Its main contribution lies on the complete analyses that we have performed as well as in the manipu-lation of the color components rather than in a warm vs. cold color comparison.

Keywords


Color, e-commerce, emotions, memorization, interface

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DOI: http://dx.doi.org/10.9876/sim.v15i1.282