Relationship Between Preferred Colors of Online Users on Websites and Their Cultural Features

E-commerce, one of the new achievements of the information age, has greatly altered global commerce, transformed the rules of the game, and created amazing advantages in business practices. While an understanding of strategies that attract users to websites is beginning to emerge, how to convert web surfers to repeat users is a less well-understood phenomenon. This study has been done to assess some effective factors about website design.In this paper, cultural data was collected through a questionnaire using Hofstede’s dimensions of culture. A sample website was also designed with different colors and color combinations to find out the user’s color preferences on the websites. Then, these data were analyzed by T-Test, ANOVA-Test, and Duncan-Test. These tests are employed to examine the relationship between the online user’s cultural dimensions and his/her preferred color on websites. The paper presents the result of the pilot study on website design color preferences and cultural features. It can establish how culture can be utilized to develop more usable websites.