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Consumer Responses to Colors of E-Commerce Websites: an Empirical Investigation

Downloads: 179         Pages: 31

Published: 3 years ago

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A research bringing to the fore the effects of the colors used on e-commerce websites on consumer memorization and buying intention. Two mediating variables ­ stimulation and negative mood ­ helped us to explain how they reinforce these effects.

ABOUT THE AUTHOR

Jean-Eric Pelet, Panagiota Papadopoulou

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