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The Effect of Colors Used in E-Commerce Websites: An Analysis of Japanese Consumers

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HCI International 2022 Posters (HCII 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1582))

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Abstract

Online shopping usage exceeded 50% in 2020 in Japan [1]. Website design for e-commerce is one of the most important factors in the customer’s purchasing process. In this study, we focused on the color of websites. This study presents the results of research on the effect of colors in an e-commerce website on consumer mood in Japan. As the experimental environment, we created eight different charts with varied hues, brightness levels and saturation based on a survey conducted in France [2]. We used these graphic charts to investigate how colors effect memorization, buying intention, mood, and emotion. This research enabled us to bring to the fore the effects of the colors used on e-commerce websites on consumer mood, emotion, memorization and buying intention. Mood and emotion have a significant effect on buying intention on e-commerce websites. In the research results, we found the effects of the colors used in e-commerce websites on consumer mood, emotion, memorization and buying intention. Mood and the emotion have a significant effect on buying intention on e-commerce websites in Japan. In addition, we found a different result compared to the survey result conducted in France.

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Author information

Authors and Affiliations

  1. Senshu University, 2-1-1 Higashi Mita, Tama-ku, Kawasaki, Kanagawa, 2400085, Japan

    Kioka Goto & Kayo Iizuka

  2. Universite de Paris Saclay, 8 Av. Cauchy, 92330, Sceaux, France

    Jean-Eric Pelet

Authors
  1. Kioka Goto
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  2. Jean-Eric Pelet
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  3. Kayo Iizuka
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Corresponding author

Correspondence to Kayo Iizuka .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  3. Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Stavroula Ntoa

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Goto, K., Pelet, JE., Iizuka, K. (2022). The Effect of Colors Used in E-Commerce Websites: An Analysis of Japanese Consumers. In: Stephanidis, C., Antona, M., Ntoa, S. (eds) HCI International 2022 Posters. HCII 2022. Communications in Computer and Information Science, vol 1582. Springer, Cham. https://doi.org/10.1007/978-3-031-06391-6_60

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  • DOI: https://doi.org/10.1007/978-3-031-06391-6_60

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-06390-9

  • Online ISBN: 978-3-031-06391-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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