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首页> 外文期刊>International journal of human-computer studies >Colour appeal in website design within and across cultures: A multi-method evaluation
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Colour appeal in website design within and across cultures: A multi-method evaluation

机译：跨文化和跨文化的网站设计中的色彩吸引力：多方法评估

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摘要

Colour has the potential to elicit emotions or behaviors, yet there is little research in which colour treatments in website design are systematically tested. Little is known about how colour affects trust or satisfaction on the part of the viewer. Although the Internet is increasingly global, few systematic studies have been undertaken in which the impact of colour on culturally diverse viewers is investigated in website design. In this research three website colour treatments are tested across three culturally distinct viewer groups for their impact on user trust, satisfaction, and e-loyalty. To gather data, a rich multi-method approach is used including eye-tracking, a survey, and interviews. Results reveal that website colour appeal is a significant determinant for website trust and satisfaction with differences noted across cultures. The findings have practical value for web marketers and interface designers concerning effective colour use in website development.
机译：颜色具有引发情感或行为的潜力，但是很少有研究对系统设计网站设计中的颜色处理进行测试。人们对颜色如何影响观看者的信任或满意知之甚少。尽管Internet日益全球化，但很少进行系统的研究来研究在网站设计中颜色对文化多样性观众的影响。在这项研究中，对三个文化上不同的观看者群体进行了三种网站色彩处理测试，以测试它们对用户信任度，满意度和电子忠诚度的影响。为了收集数据，使用了一种丰富的多方法方法，包括眼动仪，调查和访谈。结果显示，网站色彩吸引力是决定网站信任度和满意度的重要因素，对于不同文化之间的差异也是如此。这一发现对于网络营销人员和界面设计师而言，在网站开发中有效使用色彩方面具有实用价值。

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