Persuasive colours for trust in E-commerce
Dutch blue or Russian red
Bibliographic Data
| ID | 12978100 |
|---|---|
| Authors | Peter Broeder (0000-0001-6274-2040, Tilburg University, corresponding author), Lisanne van Doremalen (0000-0002-7712-5173, Tilburg University) |
| Year | 2021 |
| Volume | 13 |
| Issue | 3 |
| Pages | 253-266 |
| Publication date | 2021-07-12 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Russian Journal of Communication (JOURNAL) |
| Journal identifiers | ISSN: 1940-9427 • E-ISSN: 1940-9419 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/19409419.2021.1951066 |
| OpenAlex | W3180517755 |
| Language | EN |
| References cited | 37 |
This study aims to investigate the effects of web store colours (blue or red) on e-commerce. Specifically, a comparison is made between consumers from two cultures: Dutch and Russian. They participated in an experimental survey and expressed their trust in a web store and their intention to purchase a low-involvement product (a laptop sleeve). The results showed that initial trust and cultural background seem to influence online purchase intention. Higher levels of initial trust were related to higher purchase intentions. Interestingly, where the more uncertainty-avoidant Russian consumers trusted the web store, the Dutch consumers were more likely to purchase the product, regardless of the colour they were exposed to. It is recommended to unravel the degree of localisation of web stores’ atmosphere in global e-commerce. Consumers from different cultural backgrounds might not feel and behave the same in a differently coloured, online retail environment
Advertising · Business · E-commerce · Laptop · Product (mathematics · Web survey · World Wide Web · Color perception and design · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Mathematics · Psychology · Marketing
| Citation velocity | historical |
|---|---|
| Highly cited | No |