Enhancing the Mobile User Experience Through Colored Contrasts

Améliorer l'expérience utilisateur mobile grâce aux contrastes colorés

Jean-Éric Pelet () and Basma Taieb
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Jean-Éric Pelet: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Basma Taieb: UCP - Université de Cergy Pontoise - Université Paris-Seine

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Abstract: This study examines the effects of the mobile-phone website colored contrasts and the affective states of the consumer (emotions and moods) and trust respectively on intention to revisit, buy on and recommend the mobile website. For this purpose, a factorial plan 2x2 was developed and a mobile website, with two different alternatives, was designed especially for the experiment: positive contrast (yellow text on green background) and negative contrast (green text on yellow background). The research was conducted on French consumers. 312 valid responses were collected through online and personal survey questionnaires. Data was analysed using the method of structural equations. The results show the significant effects of mobile website's color contrast on behavioral intentions. Perceived dominance and trust towards the website have positive effects on behavioral intentions, whereas mood has non-significant effects on behavioral intentions. Managerial implications are discussed.

Keywords: color contrast; design; m-commerce; Purchase intention; Revisit intention; Recommandation intention (search for similar items in EconPapers)
Date: 2018
Note: View the original document on HAL open archive server: https://hal.science/hal-04683689v1
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Citations: View citations in EconPapers (1)

Published in Encyclopedia of Information Science and Technology, Fourth Edition, IGI Global, pp.6070-6082, 2018, 9781522522553. ⟨10.4018/978-1-5225-2255-3.ch527⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04683689

DOI: 10.4018/978-1-5225-2255-3.ch527

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