摘要
Color,classified as warm and cool colors,impacts consumers’product selection.How the warm and cool di-mensions of colors in polychromatic pictures impact consumers’behavior in e-commerce platforms remains unexplored.This research examines the influences of warm and cool color combinations on consumers’liking using polychromatic stimuli in a digital reading context using empirical evidence from over 200000 exposures to 423 books.As a result,warm and cool colors(vs.neutral colors)can enhance the click-through rate,and the romance theme of novels can enhance the positive effect to consumers of warm colors(vs.neutral colors).This research extends the findings using monochromatic stimuli and indicates a theme-based visual-product attribute congruence that enhances consumers’trial-reading choice on the digital reading platform.
暖色与冷色是影响消费者产品选择的重要因素,电子商务平台中多色图片的色彩冷暖维度如何影响消费者行为仍存在研究空缺。本研究利用超过200000次曝光量的423本电子书的丰富数据,研究了在数字阅读背景下使用暖色和冷色组合的多色刺激物对消费者点击行为的影响。研究结果表明,暖色和冷色(相对于中性色)的封面图片可以提高电子书点击率,而小说的爱情类主题可以增强暖色图片对消费者的正向影响。这项研究对前人研究中仅使用单色刺激的研究结果进行了补充,并指出基于电子书主题的视觉-产品属性的一致性能正向促进消费者在数字阅读平台上的试读选择行为。
基金
supported by the National Natural Science Foundation of China(72072169).
