| Summary: | 碩士 === 國立體育大學 === 管理學院 === 105 === This paper aims to explore the impact of the use of the background color of the travel web on the perceived judgment of the customer. In order to understand the consumer in the choice of tourism activities, the face of different backgrounds of the web design in the positive emotions and behavioral intentions of the feelings of consumer behavior is affected.
In this paper, we used two kinds of web pages (farm experience and bike tour), and selected two hue (orange and blue), lightness (large and small), saturation (large and small) for the study of different background color, Sixteen groups of web pages to the online questionnaire, convenient sampling way to explore the different hue, brightness, color of the background color of the travel page on the impact of customers.
The results show that there is no interference between the hue of different web background color and the intention of customer behavior, but the effect of chroma and brightness is not significant. Hope for relevant tourism activities on the website reference, put forward the meaning of marketing practices to facilitate customers to make a positive judgment.
Keywords： background color, positive emotion, behavioral intention, website visual design.
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