Colors of emotion and trust in e-commerce: European and Asian consumers

Peter Broeder, Hessel Snijder, Nienke Wildeman

Research output: Contribution to conferenceAbstractScientificpeer-review

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Web shops are growing and gaining more popularity than brick-and-mortar stores. This is mostly due to the convenience of ordering from your own home. With the majority of web shops offering these conveniences equally, web shops have to differentiate themselves from
competitors by relying on hedonistic aspects, such as color. This presentation focusses on the colors red and blue. Preferences of shoppers from Europe (Dutch) and Asia (Chinese and Vietnamese) are examined when exposed to an online booking environment with different predominant color schemes (values of red of blue).
Original languageEnglish
Number of pages2
Publication statusPublished - Oct 2018
EventInternational Conference Marketing - from Information to Decision - Babeş-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania
Duration: 26 Oct 201827 Oct 2018
Conference number: 11


ConferenceInternational Conference Marketing - from Information to Decision
Abbreviated titleMID 2018
Internet address


  • Online shopping
  • Emotion
  • Trust
  • Culture
  • Online information


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