Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study)
Objective The layout design and atmosphere of online retail websites are strong drivers to attract visitors. One of the important aspects of website designing is the website color because it calls forth various responses from visitors and has a big impact on their intention and buying behaviors. The...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2022-07-01
|
| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_88486_c5ad2642401cccaa9b85bfa1c3c163e1.pdf |
| _version_ | 1811194621747789824 |
|---|---|
| author | Manijeh Bahrainizad Majid Esmailpour Foroogh Nabavizadeh |
| author_facet | Manijeh Bahrainizad Majid Esmailpour Foroogh Nabavizadeh |
| author_sort | Manijeh Bahrainizad |
| collection | DOAJ |
| description | Objective
The layout design and atmosphere of online retail websites are strong drivers to attract visitors. One of the important aspects of website designing is the website color because it calls forth various responses from visitors and has a big impact on their intention and buying behaviors. The main purpose of this study is to measure the effect of the background color of electronic retailers on the affective and cognitive responses of consumers.
Methodology
This is a piece of applied, quantitative and causal research. It was conducted online based on the post-test design including test and control groups. First, a retailing website was designed with the intended saturation, hue, and lightness of background color. Then, they were randomly visited by visitors. After visiting the website, the visitors received a questionnaire link and were asked to report their cognitive and emotional reactions. Data analysis was performed using ANOVA and the SPSS software.
Findings
The background color of retail websites, considering its type, saturation level, and brightness can produce different cognitive reactions and feelings in different visitors, but it does not affect their satisfaction.
Conclusion
Color is an important component to create a cognitive reaction in people. Designers of retail websites should combine color types with other dimensions such as saturation level and brightness and choose a pattern that has the most positive effect. The human eye plays an important function in receiving color stimuli. The eyes would be attracted and different emotions would be created. Colors with a high degree of saturation or inappropriate brightness can be considered annoying for the eye. A retail website should be designed in a way to evoke feelings of excitement and satisfaction in the visitors. |
| first_indexed | 2024-04-12T00:29:09Z |
| format | Article |
| id | doaj.art-4235124369ff499e88e450e728efec37 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-04-12T00:29:09Z |
| publishDate | 2022-07-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-4235124369ff499e88e450e728efec372022-12-22T03:55:24ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912022-07-0114227629910.22059/jibm.2022.328792.418688486Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study)Manijeh Bahrainizad0Majid Esmailpour1Foroogh Nabavizadeh2Associate Prof., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.Associate Prof., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.MSc., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.Objective The layout design and atmosphere of online retail websites are strong drivers to attract visitors. One of the important aspects of website designing is the website color because it calls forth various responses from visitors and has a big impact on their intention and buying behaviors. The main purpose of this study is to measure the effect of the background color of electronic retailers on the affective and cognitive responses of consumers. Methodology This is a piece of applied, quantitative and causal research. It was conducted online based on the post-test design including test and control groups. First, a retailing website was designed with the intended saturation, hue, and lightness of background color. Then, they were randomly visited by visitors. After visiting the website, the visitors received a questionnaire link and were asked to report their cognitive and emotional reactions. Data analysis was performed using ANOVA and the SPSS software. Findings The background color of retail websites, considering its type, saturation level, and brightness can produce different cognitive reactions and feelings in different visitors, but it does not affect their satisfaction. Conclusion Color is an important component to create a cognitive reaction in people. Designers of retail websites should combine color types with other dimensions such as saturation level and brightness and choose a pattern that has the most positive effect. The human eye plays an important function in receiving color stimuli. The eyes would be attracted and different emotions would be created. Colors with a high degree of saturation or inappropriate brightness can be considered annoying for the eye. A retail website should be designed in a way to evoke feelings of excitement and satisfaction in the visitors.https://jibm.ut.ac.ir/article_88486_c5ad2642401cccaa9b85bfa1c3c163e1.pdfbackground colorcognitive responseemotional responsearousal emotionpleasure emotion |
| spellingShingle | Manijeh Bahrainizad Majid Esmailpour Foroogh Nabavizadeh Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) مدیریت بازرگانی background color cognitive response emotional response arousal emotion pleasure emotion |
| title | Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) |
| title_full | Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) |
| title_fullStr | Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) |
| title_full_unstemmed | Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) |
| title_short | Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study) |
| title_sort | does the background color of retail websites impact the affective and cognitive responses of consumers an experimental study |
| topic | background color cognitive response emotional response arousal emotion pleasure emotion |
| url | https://jibm.ut.ac.ir/article_88486_c5ad2642401cccaa9b85bfa1c3c163e1.pdf |
| work_keys_str_mv | AT manijehbahrainizad doesthebackgroundcolorofretailwebsitesimpacttheaffectiveandcognitiveresponsesofconsumersanexperimentalstudy AT majidesmailpour doesthebackgroundcolorofretailwebsitesimpacttheaffectiveandcognitiveresponsesofconsumersanexperimentalstudy AT forooghnabavizadeh doesthebackgroundcolorofretailwebsitesimpacttheaffectiveandcognitiveresponsesofconsumersanexperimentalstudy |