Consumer Responses to Colors of E-Commerce Websites: an Empirical Investigation

What is it about?

During the past 15 years, one of the most important influences on business has been the rapid development of the Internet and e-business technology. In a relatively short space of time, the Internet, or more specifically, the world wide web, has evolved from being a novelty used purely as an entertainment and communication device by a handful of technology aficionados into a transforming concept that is now seen as an essential business tool (Simeon, 1999; Poon & Swatman, 1999; Aldridge et al., 1997; Herbig & Hale, 1997; Cotter, 2002). The design of e-commerce websites interface is thus receiving increasing managerial and research attention in online retail context. E-commerce websites are trying to increase their sales through a personalized merchandising mainly based on the theatralization of the interface. However, if online personalization has been extensively studied in information systems research, web users reactions to such personalization are not known yet (Ho, 2006).

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Why is it important?

Color combinations can play an important role in generating positive affect

Perspectives