E-Commerce

Consumer Responses to Colors of E-Commerce Websites: An Empirical Investigation 1254NewsvineGreen120 40 100SunflowerYellow60 100 60 3Same color’schart as in Plan3 with adecrease indynamic colorbrightness (from80 to 40).5White0 100 0Black0 0 0This chart is themost widelyused one on e-commercewebsites.Chart 2 – Achromatic colors - Black & White60 100 0White70 0 0Black80 0 0BlackTable 2. Factorial design of the experimentGreyWhiteGrey0 60 00 100 00 60 0Same color’schart as Plan 5with increaseddynamic colorbrightness (from0 to 60).Same colors asin Plan 5.Dynamic anddominant colorshave beenswitched.Same chart as inPlan 7 with adecrease indynamic colorbrightness (from100 to 60).3The color which should have been used for the text of the experimental plan 4, in order topreserve rates of luminosity and saturation in relation to the background color, could not bepreserved. Indeed, this chart cannot be used given the lack of contrast between the twocolors (foreground/background) which makes the reading impossible on a more or less oldor difficult screen, for an individual presenting deficiencies with color's vision we refer tothe directives of the w3c. We thus varied its degree of saturation.