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Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention

Author

Listed:
  • Ai-Yun Hsieh

    (Chinese Culture University)

  • Shao-Kang Lo

    (Chinese Culture University)

  • Yujong Hwang

    (DePaul University
    Kyung Hee University)

Abstract

This paper investigated whether arousal induced by background colour (warm or cool colours) affects consumer memory and responses. Three experiments were conducted. The results of Experiment 1 demonstrated that a warm background colour results in greater arousal level and superior memorability than a cool background colour does. In Experiment 2, we applied this notion to online shopping platform and confirmed the effect of colour on arousal and platform remembrance. Besides, platform attitude and patronage intention were found a significant difference under different background colours in Experiment 3. This study used a galvanic skin response device to measure arousal level because it is a more direct and objective means of measuring an individual’s intuitional response. The findings have important implications for platform managers seeking to generate more orders by manipulating the background colour of an e-commerce website.

Suggested Citation

  • Ai-Yun Hsieh & Shao-Kang Lo & Yujong Hwang, 2024. "Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention," Electronic Commerce Research, Springer, vol. 24(3), pages 2045-2064, September.
    • Handle: RePEc:spr:elcore:v:24:y:2024:i:3:d:10.1007_s10660-022-09610-3
    DOI: 10.1007/s10660-022-09610-3
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