A carregar...
Publicação
The influence of complementary colors on consumer behavior in digital media: an application to an interior design e-commerce
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.85 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The effectsof coloron consumer behaviorhavebeen widely studied. It is proven that color has a substantial impact on human psychology and behavior. However, little is known about the influence of complementary colorschemes, specifically, applied to consumer behavior.Thisworkaims to fill theresearch gap by conducting a study on the perception of complementary colorsin a digital environment. Therefore, a surveywith 100participantswas conducted, investigatingthe impactof complementary colors on product attractiveness, purchase intention and emotions. Within the scope ofthisstudy, the color characteristics hue and saturation were analyzed. Results of an ANOVA analysis as well as T-Tests partially support the hypotheses that complementary colorschemes positively influence the variables. Findings suggest, that the saturation level yields significant results in favor of complementary colors,while the results for hue aremostlyinsignificantandlead to a rejection of the hypotheses.
Descrição
Palavras-chave
Color Complementary Colors Consumer Behavior E-Commerce