The colourful world online

Colours influence the way we feel, think and behave. In a web shop, the online atmospheric cues, such as colours, provide information about the online retailer and influence the affective and cognitive internal states that influence the purchase behaviour of the online shopper. The globalisation of the internet yields infinite cultural implications for online marketers. Therefore, this project intends to examine how consumers from different cultures behave with respect to different colours. The precise topic will be defined in collaboration with the students. Last semester the group decided to focus on trust and emotion. These are important factors in online shopping, because consumers are more vulnerable online than in offline shopping environments.