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Enhancing the Mobile User Experience Through Colored Contrasts
[Améliorer l'expérience utilisateur mobile grâce aux contrastes colorés]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jean-Éric Pelet & Basma Taieb, 2018. "Enhancing the Mobile User Experience Through Colored Contrasts [Améliorer l'expérience utilisateur mobile grâce aux contrastes colorés]," Post-Print hal-04683689, HAL.
    • Handle: RePEc:hal:journl:hal-04683689
    DOI: 10.4018/978-1-5225-2255-3.ch527
    Note: View the original document on HAL open archive server: https://hal.science/hal-04683689
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    References listed on IDEAS

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    1. Jean-Éric Pelet & Panagiota Papadopoulou, 2012. "The effect of colors of e-commerce websites on consumer mood, memorization and buying intention," European Journal of Information Systems, Taylor & Francis Journals, vol. 21(4), pages 438-467, July.
    2. Brooker, George, 1976. "The Self-Actualizing Socially Conscious Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(2), pages 107-112, Se.
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    5. Jean Éric Pelet & Panagiota Papadopoulou, 2011. "The Effect of E-Commerce Websites’ Colors on Customer Trust," International Journal of E-Business Research (IJEBR), IGI Global, vol. 7(3), pages 1-18, July.
    6. Innes C. Cuthill & Martin Stevens & Jenna Sheppard & Tracey Maddocks & C. Alejandro Párraga & Tom S. Troscianko, 2005. "Disruptive coloration and background pattern matching," Nature, Nature, vol. 434(7029), pages 72-74, March.
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