Name
Title | ||
|---|---|---|
Visual Complexity And Figure-Background Color Contrast Of E-Commerce Websites: Effects On Consumers' Emotional Responses |
Abstract | ||
|---|---|---|
This paper examines the effects of visual complexity and figure-background color contrast of e-commerce websites on consumers' emotional responses (i.e., pleasantness, arousal, and dominance) which is considered as the direct antecedents to online shopping behaviors. Data collection was carried out in a laboratory experiment, which was a 4 (visual complexity) x 4 (figure-background color contrast) between-subjects factorial design. Based on questionnaire responses from 324 subjects, the results showed that visual complexity and figure-background color contrast of website had partially significant effects on consumers' emotional responses. We believed that a well-designed website with adequate visual complexity and figure-background color contrast can create a desired environment to attract and retain consumers. The findings of this study provide important implications for theory and practice. |
Year | DOI | Venue |
|---|---|---|
2016 | 10.1109/HICSS.2016.449 | PROCEEDINGS OF THE 49TH ANNUAL HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS 2016) |
Field | DocType | ISSN |
Color contrast,Visual complexity,Data collection,Arousal,Advertising,Visualization,Computer science,Cognitive psychology,Knowledge management,Laboratory experiment,E-commerce | Conference | 1060-3425 |
Citations | PageRank | References |
0 | 0.34 | 8 |
Authors | ||
3 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Sheng Wei Lin | 1 | 57 | 7.83 |
| Louis Yi-Shih Lo | 2 | 27 | 4.14 |
| Travis K. Huang | 3 | 42 | 7.84 |