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Abstract
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One of the atmospheric factors of a website is colour, which is a
solid element to attract visitors. This study aims to measure the effect of
background colour on online retailers’ websites on consumers’ responses. This
study is an experimental method based on the post-test design and performed
online. For this experiment, laptop retailing websites with different background
colour statuses based on hue, saturation, and brightness were designed and a
convenience sample randomly visited these retailers. Data analysis have
performed through ANOVA analysis. The findings indicate that the
background colour of online retailers based on the hue, saturation level, and
brightness can cause different cognitive responses and arousal emotions in
people but does not create a distinct pleasure emotion. In this study, we answer
some of the ambiguities about the effect of online retailing background colour
on consumers’ cognitive reaction, arousal and pleasure emotion. The paper
contributes valuable research suggestions for both practitioners of online stores
and marketing academics.
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