Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display

Kharina Dwinanda Putri ()
Additional contact information
Kharina Dwinanda Putri: Magister Management-Universitas Indonesia, Indonesia Author-2-Name: Tengku Ezni Balqiah Author-2-Workplace-Name: Faculty of Economics and Business, Universitas Indonesia

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective � The growth of online retailers has increased competition in online business. This situation has forced online retailers to design web atmospherics more attractively. This empirical study examines how web atmospherics, namely, web color and product display, will influence visitor responses. Methodology/Technique � The method was experimental design. Using factorial design and ANOVA, this paper investigates whether cool colors (versus warm) and models (versus without a model) generate more positive emotional arousal, attitude, and purchase intention. Four artificial websites, based on a combination of web color and product display (with versus without model), were developed; 120 participants evaluated each website between subjects. Findings � The result show that a cool color, with a model on the product display, can stimulate emotions and more positive attitude toward a website than any other combination. Furthermore, it will encourage purchase intention. Novelty � This research combines color and human models to offer apparel products on an artificial website. The combination can be implemented in a real apparel website to optimize an online business."

Keywords: Website Color; Product Display; Customer Response, ANOVA (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 8
Date: 2017-05-06
New Economics Papers: this item is included in nep-ict, nep-ore and nep-sea
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Journal of Management and Marketing Review, Volume 2, Issue 2

Downloads: (external link)
http://gatrenterprise.com/GATRJournals/pdf_files/J ... tri-CIMSSR-00728.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr143

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().