The colour red for emotion in cross-cultural e-commerce

Peter Broeder, Nienke Wildeman

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Abstract

Web stores tend to differentiate themselves from competitors by relying on hedonic aspects, such as colour. This study focusses on web store colour and emotions in the online shopping process. Preferences of Western and Asian consumers are compared when exposed to a web store with specific colour values of red. This was done in the context of an online booking web store for hotels. An online experimental survey was conducted with two conditions, viz., dark red and light red. A total of 220 participants (130 Dutch and 90 Vietnamese) completed the questionnaire. Contrary to expectation, the results showed no direct effect of colour: the light red web store did not induce the highest booking intentions, though an indirect colour effect was found
through the pleasure emotion. The light red web store induced more pleasure, which in turn induced higher booking intentions. Cultural differences (indulgent vs. restricted), influenced the relationship between colour and the arousal emotion. Participants from the more indulgent culture were more induced by the light colour web store.
Original languageEnglish
Pages (from-to)75-89
Number of pages14
JournalEurasian Journal of Business and Economics
Volume13
Issue number25
DOIs
Publication statusPublished - 2020

Keywords

  • Consumer behaviour
  • colour
  • cross-cultural
  • Emotion
  • Europe
  • Asia

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  • Research Output

    Colour in online advertising: Going for trust, which blue is a must?

    Broeder, P. & Snijder, H., 2019, In : Marketing from Information to Decision Journal. 2, 1, p. 5-15 11 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
  • Persuasive colours in e-commerce: A cross-cultural perspective

    Broeder, P. & van Wijk, C., 2019. 1 p.

    Research output: Contribution to conferenceAbstractScientificpeer-review

  • Colour preference of online consumers: a cross-cultural perspective

    Broeder, P. & Scherp, E., Dec 2017, In : Marketing from Information to Decision Journal. 1, 1, p. 53-62 11 p., 1.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
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