The effect of colors of e-commerce websites on consumer mood, memorization and buying intention

Abstract

This paper aims at studying the effect of the colors of e-commerce websites on consumer mood, memorization and buying intention. On the basis of a literature review a conceptual model is proposed, showing the effects of the color of e-commerce websites and specifically of its components, hue and brightness on the behavioral responses of the consumer, memorization and buying intention. These responses are conveyed by mood. Data collection was carried out during a laboratory experiment in order to control for the measurement of the colored appearance of e-commerce websites. Participants visited one of the eight versions of a website designed for the research, selling music CDs. Data analysis using ANOVA, regressions and general linear models show a significant effect of color on memorization, conveyed by mood. The interaction of hue and brightness, using chromatic colors for the background and foreground supports memorization and buying intention, when contrast is based on low brightness. A negative mood infers better memorization but a decreasing buying intention. Implications for theory and practice are discussed.

Keywords:

• color
• consumer behavior
• e-commerce
• web design
• mood
• memorization

Additional information

Notes on contributors

Jean-Éric Pelet

About the authors

Jean-Eric Pelet holds a B.A. (Hons) in Advertising from Southampton Institute, England, an M.B.A. with distinction in Information Systems from Laval University, Québec, Canada and a Ph.D. with distinction in Marketing from Nantes University, France. As an assistant professor at ISG Paris and at SupAgro Montpellier, he worked on problems concerning consumer behavior when using a website or other information system (e-learning, knowledge management, e-commerce platforms), and how the interface can change that behavior. His main interest lies in the variables that enhance navigation in order to help people to be more efficient with these systems. He works as a visiting professor both in France and abroad (Worcester University in England, HEC Lausanne in Switzerland) teaching e-marketing, ergonomics, usability and consumer behavior at Design Schools (Nantes), Business Schools (Paris, Reims, Amiens, Dijon) and Universities (Paris Dauphine, Evry, Nantes). Dr. Pelet has also actively participated in a number of European Community and National research projects. His current research interests focus on mobile commerce, social networks and e-commerce, interface design, and usability.

Panagiota Papadopoulou

Panagiota Papadopoulou holds a B.Sc. (Hons) in Informatics from the National and Kapodistrian University of Athens, an M.Sc. (Distinction) in Distributed and Multimedia Information Systems from Heriot-Watt University and a Ph.D. in Information Systems from the National and Kapodistrian University of Athens. She is a research fellow in the Department of Informatics and Telecommunications at the National and Kapodistrian University of Athens. She has extensive teaching experience, as an adjunct faculty member at the University of Athens, the University of Pireaus, the University of Peloponnese, the University of Central Greece and other educational institutions in Greece. Dr. Papadopoulou has also actively participated in a number of European Community and National research projects. She has published more than 35 papers in international journals and conferences, with her current research interests focusing on online trust, e-commerce, interface design, web-based information systems and social computing.