The Effects of Background Color in Online Retailing Store on Arousal and Recognition

• Main Authors: Huang, Guann-Sayang, 黃冠翔
• Other Authors: Lo, Shao-Kang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/10079506115984945414

碩士 === 中國文化大學 === 國際貿易學系 === 104 === A number of studies suggest that brain and subsequent behavior performance usually use the self report questionnaire. However, the validity of verbal arousal measurement is questioned. In contrast to these methods, psychophysiological measures offer most valid indicators. This study use physiological information instrument in order to measure the effects of background color in online retailing store on arousal and recognition. With collected 120 successful subjects, the research executed online experiment design. The research has shown that use warm colors background color in online retailing store stimulate arousal significant higher use cool colors. In addition, browse warm colors background color in online retailing store recognition higher than browse cool color in online retailing store.