Effects of the color of e-commerce websites on memorization and purchase intention[Effets de la couleur des sites web marchands sur la mémorisation et sur l'intention d'achat]

This article aims at studying the impact of the colors of e-commerce websites as an atmospheric variable of the interface, on the viewer's memorization and intent to buy. Relying on a literature review as well as on investigations provided by an exploratory qualitative analysis followed by a confirmatory quantitative analysis, we wish to introduce the theoretical and methodological bases addressing this issue. The interaction of hue and brightness, using chromatic colors for the dominant (background) and dynamics (foreground) ones, supports the memorizing and the intent of purchase when contrast rests on a weak situation of brightness. The emotional state (emotions and mood) shows that a negative mood causes a better memorizing but a decreasing intent of purchase, just as stimulation acts positively on the intent of purchase. This research contributes in reinforcing our knowledge of e-commerce and of the effects of the interface on consumer perception and behaviour. Its main contribution lies on the complete analyses that we have performed as well as in the manipulation of the color components rather than in a warm vs. cold color comparison.