Color As A Factor Of Product Choice In E-Commerce

Abstract

An exploratory study was conducted to evaluate the effects of Web site background color on consumers’ attitudes toward selected product attributes and consumers’ likelihood of purchase using a mixed design factorial experiment. Simulated Web pages were created using fully saturated colors from a Web page software program. Seven levels of color, including neutral white, and three levels of product were used in the experiment.  Results indicated a trend for two of the three products to receive more positive attribute scores when featured on a blue or purple background.