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 |