E-Commerce

130E-CommerceHue 1Newsvine Green (dynamic) / Magnolia Yellow(dominant) & Granny Apple Green (dynamic) /Magnolia Yellow (dominant)Hue 2Magnolia Yellow (dynamic) / Newsvine Green(dominant) & Sunflower Yellow (dynamic) / NewsvineGreen (dominant)Hue 3Black (dynamic) / White (dominant) &Grey (dynamic) / White (dominant)Hue 4Black (dynamic) / White (dominant) &Black (dynamic) / Grey (dominant)Fig. 6. Effects of brightness upon buying intention6.3 Relationship between memorization and buying intentionA simple regression enables us to observe that free recall has a positive effect on buyingintentions (F = 3.824; p ≤ 0.051). The more information an individual memorizes about aproduct, the stronger his or her buying intention will be (Table 7).Buying intentionsMemorization 0.113*Constant 2.096**F = 3.824 ; R² = 0.013* p < 0.1 ** p < 0.01Table 7. Regression between memorization and buying intention6.4 Mediating effect of emotionsThe GLM analysis demonstrates that the colors of the graphic chart affect emotions in anegative way as a low brightness enhances stimulation (F = 3.167; p ≤ 0.076). However, thecolors of the graphic chart do not affect pleasure or domination in any way (Table 8).