With the rapid development of online shopping and the growing of online consumers ′individualized demand, webpage design has great influence on online consumer behaviors .A behavioral experiment is taken to participants with different stimulations of webpage background color under the simulation environment of network shopping .According to the analysis of online consumers′decision-making results and response time, the research hypotheses are verified .Re-sult shows that there is no significant difference on the decision -making results under the diversified webpage back-ground colors;the response time to make a purchase decision is of significant differences under different background col -ors;the average response time of online consumers′decision under the grey webpage is relatively shortest .%随着网络购物的不断深入发展以及网购用户个性化需求的增长，网页设计因素对消费者网络购买行为具有重要的影响。本文运用模拟网络购物环境的行为学实验研究方法，通过对被试在不同网页背景色刺激下做出的购买决策结果和决策反应时间的数据分析，发现不同背景色下决策结果不存在显著差异，但不同背景色下的决策反应时间却存在显著性差异，其中灰色背景下消费者的决策反应时间相对最短。
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