التفاصيل البيبلوغرافية
| العنوان: |
Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention. |
| المؤلفون: |
Hsieh, Ai-Yun, Lo, Shao-Kang, Hwang, Yujong |
| المصدر: |
Electronic Commerce Research; Sep2024, Vol. 24 Issue 3, p2045-2064, 20p |
| مصطلحات موضوعية: |
GALVANIC skin response, CONSUMER behavior, ONLINE shopping, PATRONAGE, COLOR |
| مستخلص: |
This paper investigated whether arousal induced by background colour (warm or cool colours) affects consumer memory and responses. Three experiments were conducted. The results of Experiment 1 demonstrated that a warm background colour results in greater arousal level and superior memorability than a cool background colour does. In Experiment 2, we applied this notion to online shopping platform and confirmed the effect of colour on arousal and platform remembrance. Besides, platform attitude and patronage intention were found a significant difference under different background colours in Experiment 3. This study used a galvanic skin response device to measure arousal level because it is a more direct and objective means of measuring an individual's intuitional response. The findings have important implications for platform managers seeking to generate more orders by manipulating the background colour of an e-commerce website. [ABSTRACT FROM AUTHOR] |
|
Copyright of Electronic Commerce Research is the property of Springer Nature and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |