{"title":"在电子商务中有说服力的颜色:荷兰蓝还是俄罗斯红?","authors":"Peter Broeder, Lisanne van Doremalen","doi":"10.1080/19409419.2021.1951066","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study aims to investigate the effects of web store colours (blue or red) on e-commerce. Specifically, a comparison is made between consumers from two cultures: Dutch and Russian. They participated in an experimental survey and expressed their trust in a web store and their intention to purchase a low-involvement product (a laptop sleeve). The results showed that initial trust and cultural background seem to influence online purchase intention. Higher levels of initial trust were related to higher purchase intentions. Interestingly, where the more uncertainty-avoidant Russian consumers trusted the web store, the Dutch consumers were more likely to purchase the product, regardless of the colour they were exposed to. It is recommended to unravel the degree of localisation of web stores’ atmosphere in global e-commerce. Consumers from different cultural backgrounds might not feel and behave the same in a differently coloured, online retail environment.","PeriodicalId":53456,"journal":{"name":"Russian Journal of Communication","volume":"90 1","pages":"253 - 266"},"PeriodicalIF":0.0000,"publicationDate":"2021-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Persuasive colours for trust in E-commerce: Dutch blue or Russian red?\",\"authors\":\"Peter Broeder, Lisanne van Doremalen\",\"doi\":\"10.1080/19409419.2021.1951066\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT This study aims to investigate the effects of web store colours (blue or red) on e-commerce. Specifically, a comparison is made between consumers from two cultures: Dutch and Russian. They participated in an experimental survey and expressed their trust in a web store and their intention to purchase a low-involvement product (a laptop sleeve). The results showed that initial trust and cultural background seem to influence online purchase intention. Higher levels of initial trust were related to higher purchase intentions. Interestingly, where the more uncertainty-avoidant Russian consumers trusted the web store, the Dutch consumers were more likely to purchase the product, regardless of the colour they were exposed to. It is recommended to unravel the degree of localisation of web stores’ atmosphere in global e-commerce. Consumers from different cultural backgrounds might not feel and behave the same in a differently coloured, online retail environment.\",\"PeriodicalId\":53456,\"journal\":{\"name\":\"Russian Journal of Communication\",\"volume\":\"90 1\",\"pages\":\"253 - 266\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-07-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Russian Journal of Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/19409419.2021.1951066\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Russian Journal of Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/19409419.2021.1951066","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Social Sciences","Score":null,"Total":0}
Persuasive colours for trust in E-commerce: Dutch blue or Russian red?
ABSTRACT This study aims to investigate the effects of web store colours (blue or red) on e-commerce. Specifically, a comparison is made between consumers from two cultures: Dutch and Russian. They participated in an experimental survey and expressed their trust in a web store and their intention to purchase a low-involvement product (a laptop sleeve). The results showed that initial trust and cultural background seem to influence online purchase intention. Higher levels of initial trust were related to higher purchase intentions. Interestingly, where the more uncertainty-avoidant Russian consumers trusted the web store, the Dutch consumers were more likely to purchase the product, regardless of the colour they were exposed to. It is recommended to unravel the degree of localisation of web stores’ atmosphere in global e-commerce. Consumers from different cultural backgrounds might not feel and behave the same in a differently coloured, online retail environment.
期刊介绍:
Russian Journal of Communication (RJC) is an international peer-reviewed academic publication devoted to studies of communication in, with, and about Russia and Russian-speaking communities around the world. RJC welcomes both humanistic and social scientific scholarly approaches to communication, which is broadly construed to include mediated information as well as face-to-face interactions. RJC seeks papers and book reviews on topics including philosophy of communication, traditional and new media, film, literature, rhetoric, journalism, information-communication technologies, cultural practices, organizational and group dynamics, interpersonal communication, communication in instructional contexts, advertising, public relations, political campaigns, legal proceedings, environmental and health matters, and communication policy.