Simon Lee, V. Srinivasan (Chino) Rao
In marketing, researchers of atmospherics have shown correlations between ambient color and purchase related variables. In contrast, little attention has been paid to website color in electronic commerce. We provide evidence of the effect of color on simulated store choice. We show that the difference in trust between blue and green stores is significant, and that store choice is highly correlated to the difference in trust. In effect, trust is a significant explanatory variable in the relationship between color and store choice. The significance of the results is discussed.