| Abstract [eng] |
For the modern, constantly rushed consumer, online shopping is very convenient because nowadays to buy any item, it can be done quickly and even without leaving your home. The popularity of e–commerce has been growing fast in recent years. Clothing is now usually purchased online. According to the latest data, it accounts for as much as 55% of all online purchases (Statista, 2020). This creates a lot of competition between online stores. The visual elements play a very important role in standing out from the competition nowadays. One of the most important visual elements is the background color of the online store. Since colors can be divided into cold and warm, it is necessary to investigate which colors have a positive effect on the intention to buy and which ones are better to avoid. Thus, the main goal of this work is to determine the influence of background colors on the consumer's intention to buy in a Lithuanian online clothing store. The analysis of scientific literature in this work discusses the concept of online store design, visual elements and their classification, color characteristics, classification and influence on consumer behavior in the online store. Consumer behavior models on the Internet were analyzed. A quantitative study was performed in this work. The research model is based on the Theory of Planned Behavior. Structured questionnaire is the instrument of quantitative research chosen for this data collection. Respondents were presented with two situations in the questionnaire. Situation A shows the cold (white) background color of the online store. Situation B shows the warm (orange) background color of the online store. Previous research has shown that warm and cold colors affect consumers differently. A study found that cold online store background colors are rated better than warm ones. Online stores with a cold background color are rated more attractive compared to those with a warm background color. The results of the study confirm that the perceived quality of the product is also better when the background color of the online store is cold. Furthermore, the results of the previous research revealed that consumers' intention to buy increases when their perceived attractiveness of the online store and the perceived quality of the product are both positive. |
