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Consumer Responses to Colors of E-Commerce Websites: an Empirical Investigation - PDF Preview

Consumer Responses to Colors of E-Commerce Websites: an Empirical Investigation

Consumer Responses to Colors of E-Commerce Websites: an Empirical Investigation

by

A research bringing to the fore the effects of the colors used on e-commerce websites on consumer memorization and buying intention. Two mediating variables ­ stimulation and negative mood ­ helped us to explain how they reinforce these effects.

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