Corpus ID: 11480664

The Effect Of Colors Of E-commerce Websites On Mood, Memorization And Buying Intention

@inproceedings{Pelet2009TheEO,
  title={The Effect Of Colors Of E-commerce Websites On Mood, Memorization And Buying Intention},
  author={Jean-{\'E}ric Pelet and Panagiota Papadopoulou},
  booktitle={MCIS},
  year={2009}
}
This paper aims at studying the impact of the colors of e-commerce websites on consumer memorization and buying intention. Based on a literature review we wish to introduce the theoretical and methodological bases addressing this issue. A conceptual model is proposed, showing the effects of the color of the e-commerce website and of its components Hue, Brightness and Saturation, on the behavioral responses of the consumer memorization and buying intention. These responses are conveyed by mood… Expand
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