Color Stimulation for Impulse Spending——The Effect of Background Color on Consumer Purchase Intention in Goodie Sharing Videos

Yuxuan Xie ()
Additional contact information
Yuxuan Xie: Xiamen University of Technology, School of Cultural Industry and Tourism

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 689-703 from Springer

Abstract: Abstract Currently, the state has issued a series of policies and regulations to support the development of e-commerce platforms, and under this social environment, more and more online consumers are purchasing online, and visual marketing plays an important role in the online purchasing environment. This paper studies the most popular good-sharing marketing model, and explores the influence of background color in video on consumers’ purchase intention.

Keywords: Background color; Visual marketing; Consumer decision-making (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:advbcp:978-94-6463-706-9_62

Ordering information: This item can be ordered from
http://www.springer.com/9789464637069

DOI: 10.2991/978-94-6463-706-9_62

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().