The Effect of Colors Used in E-Commerce Websites: An Analysis of Japanese Consumers

Abstract

Online shopping usage exceeded 50% in 2020 in Japan [1]. Website design for e-commerce is one of the most important factors in the customer’s purchasing process. In this study, we focused on the color of websites. This study presents the results of research on the effect of colors in an e-commerce website on consumer mood in Japan. As the experimental environment, we created eight different charts with varied hues, brightness levels and saturation based on a survey conducted in France [2]. We used these graphic charts to investigate how colors effect memorization, buying intention, mood, and emotion. This research enabled us to bring to the fore the effects of the colors used on e-commerce websites on consumer mood, emotion, memorization and buying intention. Mood and emotion have a significant effect on buying intention on e-commerce websites. In the research results, we found the effects of the colors used in e-commerce websites on consumer mood, emotion, memorization and buying intention. Mood and the emotion have a significant effect on buying intention on e-commerce websites in Japan. In addition, we found a different result compared to the survey result conducted in France.