How Webpage Background Affect Online Shopping Behavior

  • Hong Li, Ying Chen
  • Published 2009 in
    2009 International Conference on Management and…

Abstract

This research explores how webpage background influences online shopping behavior and differentiations between genders through an online experiment of 192 university students. The results show:(1)Webpage background influences online shopping behavior. Under the different webpage background conditions, subjects evaluate the prime features more important and… (More)

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