Linking the Color Image of Websites, Consumer Emotional States and Purchase Likelihood: Using the Site Types as Moderators

• Main Authors: Hong-Hui Tan, 談鴻輝
• Other Authors: Chun-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/20017815289076216058

碩士 === 銘傳大學 === 資訊管理學系碩士班 === 99 === The purpose of this study was to find out the color image of websites in different type of sites that effect on consumer emotional states and purchase likelihood. In more recent years, we have seen mounting evidence of influence of consumers’ emotional response from color stimulus. The importance of color design in past years has increased noticeably. It can be seen, color image is the color of the view held by concept, judgments, preferences and attitudes (Lai, 1997). In addition, Mehrabian & Russell (1974) developed an M-R model that based on S-O-R theoretical architecture. In this model, we could understand that how environmental stimuli affect the atmosphere of the consumers’ emotional state, thereby affecting consumer behavior and attitude. In this paper we present the use of the M-R model as network virtual environment to stimulate consumers and observe their behavior. An experimental, 4x3x2 factorial, pilot study-pretest design was used to test and verify the hypothesis. The subject was asked to fill out a questionnaire which elicited information concerning consumers’ emotional states and attitudes. The results show a striking effect of the color image of websites acquisition on performance in consumers’ emotional states and behavioral intentions. Clearly, the findings indicate that different types of websites have a disturbance effect in the color image of websites and consumers’ emotional states. In terms of the relationship among consumers’ emotional states and consumers’ intention measures, the results were what we expected. To summarize the salient features of the analysis, several findings are of interest. The article concludes with implications for theory, research and practice. While research on these questions is still at a beginning stage, findings will have broad implications in a number of areas.