The effect of Webpage Background Features on Consumers Emotion

摘要：

　　Websites offer online consumers the channel to search, view and purchase various products, which leads to a critical role of web page features on consumers online purchasing decision.This study primarily focuses on an important feature of web page-webpage background and explores the effect of web page background features on consumers online responses and behaviors.We design a 2*2 (background feature * product type) within-subject experiment and collect both eye-tracking and survey data from 32 subjects for analysis.The empirical results show that (1) compared with cool color of webpage background, warm webpage background has more significant effects on consumers emotion;(2) Product type can moderate the effect of webpage background feature on consumers emotion.The findings of this study provide some valuable theoretical and practical implications regarding the effect of webpage background features on consumers decision.

关键词： webpage background feature emotion online purchase eye tracking

作者: Tingting Weng Xuhong Ye

作者单位: School of Management, Zhejiang University of Technology, Hangzhou, 310023, China School of Management, Zhejiang University of Technology, Hangzhou, 310023, China;Institute of Neurom

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 274-280

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）