The Effect of the Background Color of Online Shopping Website on Consumer Choice Bias

• Main Authors: HUANG, WEI-YAO, 黃威堯
• Other Authors: Hsieh, Ai-Yun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gnxs3b

碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 106 === Now that the maturity of information technology and the rapid development of the In-ternet have led to the rapid growth of e-commerce applications, online shopping is one of the most common B2C transactions. Online shopping environments can also re-duce many costs and time. With the vigorous development of the Internet, online shop-ping has become an indispensable shopping mode for modern people. In order to in-crease consumer attitudes, trust, or purchase intentions of the website, many scholars have in-vested in related research on website design in the past, but most of them focus on var-ious factors such as the quality of consumer perception websites, ignoring the visual el-ements and also influencing them. Important factors for shopping behavior. Among the visual elements, color is the biggest factor in the visual impact, and accord-ing to past studies, color affects consumer behavior. This study use physiological information in-struments to measure the impact of selection bias from the two colors of high arousal (red) and low arousal (blue). Choice bias is measured from the two aspects of attracting bias and compromising bias. In this study, laboratory experiments were used to simulate shopping websites and manipulate the background color of the website, as well as de-sign choice biased product options. With collected 94 successful subjects in the experi-ment. The results of the study found that the background color was evoked with a red tone evoked significantly higher than the blue tone background evoked arousal, and browsing the red tone background color shopping site selection bias was significantly higher than blue Color background shopping website. The results of the last study can provide practical advice on the means of product sales for website operators or com-modity companies.