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Journal of Undergraduate Research

Keywords

color contrast, consumer trust, E-Commerce setting

College

Marriott School of Management

Department

Information Systems

Abstract

As e-business is becoming an increasingly important part of the world economy, businesses are looking for methods and strategies to increase visitation to their websites and more importantly positively affect purchase intentions. One strategy for increasing purchase intention that has been found effective is to increase consumer trust with websites; websites that generate higher levels of consumer trust tend to have higher hit rates and purchase. Although trust is a complex and multidimensional construct, one study has suggested that color can have an effect on trust with websites (Kim & Moon, 1998). To further understand this phenomenon, the relationship between color and trust, we first examined the existing literature in the psychology, marketing, and human-computer interaction literature to determine the potential reasons for the interaction. Next we formulated hypotheses based on existing theory and conducted an experiment to test these hypotheses. This paper will describe the research process, the results discovered, and outline directions for future research.

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