Document Type
Undergraduate Thesis
Publication Date
Spring 5-1-2023
Journal
Undergraduate Honours Theses
Abstract
Previous research has shown that blue is the most appealing cold colour and orange is the most appealing warm colour for an informational website respectively. The present study extended the results to a commercial website to explore the effects of warm and cool colours on users' browsing time and willingness to spend money on shopping websites. The 40 participants browsed either an orange-coloured version or blue-coloured version of the same shopping website. In addition, browsing time was recorded, and participants were also asked questions related to willingness to spend money on the website. The results showed that there was no significant difference between the two groups in terms of browsing time and willingness to spend money.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Notes
Thesis Advisor(s): Dr. Elizabeth Kinghorn