Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display

Objective - The growth of online retailers has increased competition in online business. This situation has forced online retailers to design web atmospherics more attractively. This empirical study examines how web atmospherics, namely, web color and product display, will influence visitor responses. Methodology/Technique - The method was experimental design. Using factorial design and ANOVA, this paper investigates whether cool colors (versus warm) and models (versus without a model) generate more positive emotional arousal, attitude, and purchase intention. Four artificial websites, based on a combination of web color and product display (with versus without model), were developed; 120 participants evaluated each website between subjects. Findings - The result show that a cool color, with a model on the product display, can stimulate emotions and more positive attitude toward a website than any other combination. Furthermore, it will encourage purchase intention. Novelty - This research combines color and human models to offer apparel products on an artificial website. The combination can be implemented in a real apparel website to optimize an online business.