Experimental Study on the Effects of the Colors of E-Commerce Websites upon Memorization and Intent of Buying

This article aims at studying the impact of the colors of e-commerce Web sites 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, 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.