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

Peter Broeder; Hessel Snijder; Nienke Wildeman

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

Peter Broeder, Hessel Snijder, Nienke Wildeman

Research output: Contribution to conference › Abstract › Scientific › peer-review

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Abstract

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 language	English
Pages	1-2
Number of pages	2
Publication status	Published - Oct 2018
Event	International Conference Marketing - from Information to Decision - Babeş-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania Duration: 26 Oct 2018 → 27 Oct 2018 Conference number: 11 https://econ.ubbcluj.ro/mid/conference/docs/MID%202018%20Program.pdf

Conference

Conference	International Conference Marketing - from Information to Decision
Abbreviated title	MID 2018
Country/Territory	Romania
City	Cluj-Napoca
Period	26/10/18 → 27/10/18
Internet address	https://econ.ubbcluj.ro/mid/conference/docs/MID%202018%20Program.pdf

Keywords

Online shopping
Emotion
Trust
Culture
Online information

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BroederSnijderWildeman2018Submitted manuscript, 80.8 KBLicence: Unspecified

Cite this

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title = "Colors of emotion and trust in e-commerce: European and Asian consumers",

abstract = "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).",

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T1 - Colors of emotion and trust in e-commerce

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AU - Broeder, Peter

AU - Snijder, Hessel

AU - Wildeman, Nienke

N1 - Conference code: 11

PY - 2018/10

Y1 - 2018/10

N2 - 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).

AB - 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).

KW - Online shopping

KW - Emotion

KW - Trust

KW - Culture

KW - Online information

M3 - Abstract

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EP - 2

Y2 - 26 October 2018 through 27 October 2018

ER -

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

Abstract

Conference

Keywords

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