Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention
作者：
Highlights：
• This study focuses on color combinations in the context of web banner advertising.
• Two experimental studies extend research on analogous and complementary colors.
• Blue-green analogous color set tend to elicit more positive attitudes.
• Blue-green analogous color set tend to elicit higher purchase intention.
• Results were partially confirmed for Study 1 and (totally) confirmed for Study 2.
摘要
•This study focuses on color combinations in the context of web banner advertising.•Two experimental studies extend research on analogous and complementary colors.•Blue-green analogous color set tend to elicit more positive attitudes.•Blue-green analogous color set tend to elicit higher purchase intention.•Results were partially confirmed for Study 1 and (totally) confirmed for Study 2.
论文关键词：Color,Web banner ads,E-commerce,Consumer behavior,Attitude,Purchase intention
论文评审过程：Received 8 July 2019, Revised 6 October 2021, Accepted 14 October 2021, Available online 18 October 2021, Version of Record 28 October 2021.
论文官网地址：https://doi.org/10.1016/j.elerap.2021.101100
