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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    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 languageEnglish
    Pages1-2
    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
    https://econ.ubbcluj.ro/mid/conference/docs/MID%202018%20Program.pdf

    Conference

    ConferenceInternational Conference Marketing - from Information to Decision
    Abbreviated titleMID 2018
    Country/TerritoryRomania
    CityCluj-Napoca
    Period26/10/1827/10/18
    Internet address

    Keywords

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

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