Pelet, J.; Taieb, B. (2016). Effects of colored contrast of mobile websites on behavioral intentions. En CARMA 2016: 1st International Conference on Advanced Research Methods in Analytics. Editorial Universitat Politècnica de València. 84-91. https://doi.org/10.4995/CARMA2016.2016.3110
Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10251/98099
Title:
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Effects of colored contrast of mobile websites on behavioral intentions
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Author:
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Pelet, Jean-Eric
Taieb, Basma
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Issued date:
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Abstract:
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[EN] his study examines the effects of the mobile-phone website colored contrasts and the affective states of the consumer (emotions and moods) and trust respectively on intention to revisit, buy on and recommend the mobile ...[+]
[EN] his study examines the effects of the mobile-phone website colored contrasts and the affective states of the consumer (emotions and moods) and trust respectively on intention to revisit, buy on and recommend the mobile website. For this purpose, a factorial plan 2x2 was developed and a mobile website, with two different alternatives, was designed especially for the experiment: positive contrast (yellow text on green background) and negative contrast (green text on yellow background). The research was conducted on French consumers. 312 valid responses were collected through online and personal survey questionnaires. Data was analysed using the method of structural equations. The results show the significant effects of mobile website’s color contrast on behavioral intentions. Perceived dominance and trust towards the website have positive effects on behavioral intentions, whereas mood has non-significant effects on behavioral intentions. Managerial implications are discussed.
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Subjects:
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web data
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internet data
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big data
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qca
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pls
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sem
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conference
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M-commerce
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Color
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Contrast ratio
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Trust
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Behavioral intention
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Copyrigths:
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Reconocimiento - No comercial - Sin obra derivada (by-nc-nd)
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ISBN:
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9788490484623
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Source:
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CARMA 2016: 1st International Conference on Advanced Research Methods in Analytics.
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DOI:
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10.4995/CARMA2016.2016.3110
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Publisher:
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Editorial Universitat Politècnica de València
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Publisher version:
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http://ocs.editorial.upv.es/index.php/CARMA/CARMA2016/paper/view/3110
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Conference name:
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CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics
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Conference place:
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Valencia, Spain
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Conference date:
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July 06-07,2016
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Type:
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Capítulo de libro
Comunicación en congreso
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