Color,classified as warm and cool colors,impacts consumers’product selection.How the warm and cool di-mensions of colors in polychromatic pictures impact consumers’behavior in e-commerce platforms remains unexplored...Color,classified as warm and cool colors,impacts consumers’product selection.How the warm and cool di-mensions of colors in polychromatic pictures impact consumers’behavior in e-commerce platforms remains unexplored.This research examines the influences of warm and cool color combinations on consumers’liking using polychromatic stimuli in a digital reading context using empirical evidence from over 200000 exposures to 423 books.As a result,warm and cool colors(vs.neutral colors)can enhance the click-through rate,and the romance theme of novels can enhance the positive effect to consumers of warm colors(vs.neutral colors).This research extends the findings using monochromatic stimuli and indicates a theme-based visual-product attribute congruence that enhances consumers’trial-reading choice on the digital reading platform.展开更多
基金supported by the National Natural Science Foundation of China(72072169).
文摘Color,classified as warm and cool colors,impacts consumers’product selection.How the warm and cool di-mensions of colors in polychromatic pictures impact consumers’behavior in e-commerce platforms remains unexplored.This research examines the influences of warm and cool color combinations on consumers’liking using polychromatic stimuli in a digital reading context using empirical evidence from over 200000 exposures to 423 books.As a result,warm and cool colors(vs.neutral colors)can enhance the click-through rate,and the romance theme of novels can enhance the positive effect to consumers of warm colors(vs.neutral colors).This research extends the findings using monochromatic stimuli and indicates a theme-based visual-product attribute congruence that enhances consumers’trial-reading choice on the digital reading platform.
