Websites offer online consumers the channel to search, view and purchase various products, which leads to a critical role of web page features on consumers’ online purchasing decision. This study primarily focuses on an important feature of web page - webpage background and explores the effect of web page background features on consumers’ online responses and behaviors. We design a 2*2 （background feature * product type）within-subject experiment and collect both eye-tracking and survey data from 32 subjects for analysis. The empirical results show that (1) compared with cool color of webpage background, warm webpage background has more significant effects on consumers' emotion; (2) Product type can moderate the effect of webpage background feature on consumers’ emotion. The findings of this study provide some valuable theoretical and practical implications regarding the effect of webpage background features on consumers’ decision.
Weng, Tingting and Ye, Xuhong, "The effect of Webpage Background Features on Consumer’s Emotion" (2019). WHICEB 2019 Proceedings. 6.