Color and Store Choice in Electronic Commerce: The Explanatory Role of Trust

摘要: ABSTRACT In marketing, researchers of atmospherics have shown correlations between ambient color and purchase related variables. contrast, little attention has been paid to website in electronic commerce. We provide evidence the effect on simulated store choice. show that difference trust blue green stores is significant, choice highly correlated trust. effect, a significant explanatory variable relationship The significance results discussed. Keywords: color, trust, commerce, 1. Introduction Researchers marketing affects purchase-related For instance, Bellizzi, Crowley Hasty [1983] subjects are more attracted warm colors (e.g., yellow red) than cooler green), but found be positive pleasant. Bellizzi Hite [1992] environment led purchases, fewer postponements, stronger inclination shop browse red environment. Babin, Hardesty Suter [2003] interior was considered likeable by associated with greater shopping intentions an orange interior. contrast research, scant role web site spite assertions, such as, "..screen [is] important visual element computer-mediated environment.." [Gorn et al., 2004, p.216]. Recommendations for use sites appear based commonsensical arguments. example, Sutcliffe [2001] recommends judicious i.e., should balanced low saturation pastel used backgrounds, designs not 2 or 3 fully saturated intense colors, without sufficient theoretical arguments support recommendation. Thus, there need better understanding design, both from academic practical perspective. From perspective, development issues color. it necessary develop recommendations sites. effects complex. No single study can hope answer all relevant questions long-term goal our research stream, aimed primarily at academicians, understand this article, we report study, which provides preliminary retailing, remainder article organized as follows. section 2, literature and, variables reviewed. 3, model hypotheses developed. details experimental methodology reported 4. 5, testing. This followed discussion 6. Section 7 includes concluding remarks. 2. Literature review focuses three topics: 2.1. Effects Color Excellent summaries physiological psychological provided Bellize Bellize, [1983]. Physiologically, i°warmi± tend excite, leading higher blood pressure, respiratory rates, eyeblink frequency, hand tremor so on, while i°cooli± opposite effects. …