The Colour Red for Emotion in Cross-Cultural E-Commerce
Web stores tend to differentiate themselves from competitors by relying on hedonic aspects, such as colour. This study focusses on web store colour and emotions in the online shopping process. Preferences of Western and Asian consumers are compared when exposed to a web store with specific colour...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ala-Too International University
2020-05-01
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| Series: | Eurasian Journal of Business and Economics |
| Subjects: | |
| Online Access: | https://ejbe.org/EJBE2020Vol13No25p075-BROEDER-WILDEMAN.pdf |
| Summary: | Web stores tend to differentiate themselves from competitors by relying on hedonic
aspects, such as colour. This study focusses on web store colour and emotions in the
online shopping process. Preferences of Western and Asian consumers are compared
when exposed to a web store with specific colour values of red. This was done in the
context of an online booking web store for hotels. An online experimental survey was
conducted with two conditions, viz., dark red and light red. A total of 220 participants
(130 Dutch and 90 Vietnamese) completed the questionnaire. Contrary to
expectation, the results showed no direct effect of colour: the light red web store did
not induce the highest booking intentions, though an indirect colour effect was found
through the pleasure emotion. The light red web store induced more pleasure, which
in turn induced higher booking intentions. Cultural differences (indulgent vs.
restricted), influenced the relationship between colour and the arousal emotion.
Participants from the more indulgent culture were more induced by the light colour
web store. |
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| ISSN: | 1694-5948 1694-5972 |