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Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display

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  • Kharina Dwinanda Putri

    (Magister Management-Universitas Indonesia, Indonesia Author-2-Name: Tengku Ezni Balqiah Author-2-Workplace-Name: Faculty of Economics and Business, Universitas Indonesia)

Abstract

"Objective � The growth of online retailers has increased competition in online business. This situation has forced online retailers to design web atmospherics more attractively. This empirical study examines how web atmospherics, namely, web color and product display, will influence visitor responses. Methodology/Technique � The method was experimental design. Using factorial design and ANOVA, this paper investigates whether cool colors (versus warm) and models (versus without a model) generate more positive emotional arousal, attitude, and purchase intention. Four artificial websites, based on a combination of web color and product display (with versus without model), were developed; 120 participants evaluated each website between subjects. Findings � The result show that a cool color, with a model on the product display, can stimulate emotions and more positive attitude toward a website than any other combination. Furthermore, it will encourage purchase intention. Novelty � This research combines color and human models to offer apparel products on an artificial website. The combination can be implemented in a real apparel website to optimize an online business."

Suggested Citation

  • Kharina Dwinanda Putri, 2017. "Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display," GATR Journals jmmr143, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr143
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    References listed on IDEAS

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    1. Mummalaneni, Venkatapparao, 2005. "An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors," Journal of Business Research, Elsevier, vol. 58(4), pages 526-532, April.
    2. Dailey, Lynn, 2004. "Navigational web atmospherics: Explaining the influence of restrictive navigation cues," Journal of Business Research, Elsevier, vol. 57(7), pages 795-803, July.
    3. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
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    Cited by:

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    More about this item

    Keywords

    Website Color; Product Display; Customer Response; ANOVA;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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