Analyzing users' preferred color on websites based on demographic features

Abstract

Despite the increasing use of internet by Iranians, the bounce rates of the e-commerce websites are still high. This is because the e-commerce institutions are not familiar with designing websites based on their own target market preferences. So the purpose of this paper is to identify and to evaluate the effective visual factors for attracting online users. This study has been conducted by an attitude assessment through an online user questionnaire to collect demographic data that influence the user's color preferences and interests. Next, statistical analysis was done through a variety of tests including T-Test, ANOVA-Test and Duncan-Test. These tests are employed to find the relationship between user's demographic features and his/her preferred color on websites. The results of this study can be useful to personalize the websites exploiting the extracted rules of colors.