Colour, trust, satisfaction, and E-loyalty: the vietnamese experience of website design

Abstract

Vietnamese researchers and designers are challenged to choose country-appropriate colour that can drive user experience towards websites. Little research has been done on colour treatments in accredited website user experience in the context of Vietnam. Fulfilling this gap, we test a research model of website colour, trust, satisfaction, and e-loyalty with Vietnamese users when they interact with a CV website. Using survey data of 124 participants, our results suggest the significant influence of colour appeal on trust and satisfaction, which in turn significantly influences e-loyalty. Further, orange interface leads to more user satisfaction and likely greater trust than grey interface. The findings provide insights for researchers and web designers on how colour affect users experience in the context of Vietnamese websites.