Majid Esmaeilpour

Background: nowadays, we are seeing significant developing of internet in all aspects of everyday life. Therefore, lots of business moving towards being online and electronical. considering the rising in numbers of business and online websites, they are trying to find a way for developing their business and create competitive advantage. Thus, they are trying to design a website that can get consumer’s attention and make them loyal. one of the important aspects of website designing to pay attention is website color, because it leads to various responses of people and has impact on intention and their buying behavior. Aim: main purpose of this research is evaluating the effect of electronic retailings background color on emotional and cognitive response of consumers. Methodology: in terms of purpose, present research is practical, performs through experimental method and includes experimental and control group. in order to performing experiment, first, the retailings websites were designed that saturation, hue and lightness of background color had been manipulated in them and after people visited the website, their opinions were gathered via questionnaire. statistical population of this research, include online users that have been visited retailing online websites and chosen by convenience sampling method. after that, each person was exposed to certain website; randomly. members of experimental group were 144 and members of control group were 72. data analysis is performed in form of inferential statistics by (Anova) with the usage of SPSS software. Conclusions: findings of present research, indicates that, there’s a difference between cognitive response and arousal emotion of people in terms of saturation, hue and lightness of electronic retailings background color; in contrast, there’s no difference between pleasure emotion of people in terms of saturation, hue and lightness of electronic retailings background color. According to the findings, website designers and