آیا رنگ پس‌زمینه خرده‌فروشی‌های آنلاین بر واکنش شناختی و احساسی مصرف‌کنندگان تأثیر دارد؟ مطالعه آزمایشی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده کسب‌وکار و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.

2 کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده کسب‌وکار و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.

چکیده

هدف: محیط وب‌سایت‌های خرده‌فروشی آنلاین، محرکی قوی برای جلب بازدیدکنندگان است. یکی از عامل‌های محیط وب‌سایت رنگ است که می‌تواند توجه مصرف‌کننده را جلب کند و واکنش شناختی و احساسی مثبت ایجاد کند. هدف اصلی این پژوهش، سنجش تأثیر رنگ پس‌زمینه خرده‌فروشی‌های آنلاین بر واکنش احساسی و شناختی مصرف‌کنندگان است.
روش: پژوهش حاضر، از نظر هدف کاربردی و از منظر شیوه پژوهش، کمّی و از نوع آزمایشی است. روش آزمایش مبتنی بر طرح تجربی پس‌آزمون بود که با دو گروه آزمایش و کنترل به‌صورت آنلاین انجام شد. برای انجام آزمایش، ابتدا وب‌سایت‌های خرده‌فروشی لپ‌تاپ‏‏‏ با وضعیت‌های مختلف رنگ پس‌زمینه بر اساس نوع، سطح اشباع و درخشندگی طراحی شد و نمونه‌های آماری به‌صورت تصادفی از این خرده‌فروشی‌ها بازدید کردند. آزمودنی‌ها پس از مشاهده وب‌سایت و دریافت لینک پرسش‌نامه، واکنش‌های شناختی و احساسی خود را گزارش کردند. تجزیه و تحلیل داده‌ها از طریق تحلیل آنوا انجام گرفت.
یافته‌ها: یافته‌های پژوهش حاضر نشان داد که رنگ پس‌زمینه خرده‌فروشی‌های آنلاین بر اساس نوع، سطح اشباع و درخشندگی می‌تواند واکنش شناختی و احساس برانگیختگی متفاوتی در افراد ایجاد کند؛ اما احساس خشنودی متفاوتی ایجاد نمی‌کند.
نتیجه‌گیری: رنگ مؤلفه مهمی برای ایجاد واکنش شناختی و احساس برانگیختگی افراد است. طراحان وب‌سایت‌های خرده‌فروشی، باید نوع رنگ را با ابعاد دیگر، یعنی سطح اشباع و درخشندگی ترکیب کرده و الگویی را انتخاب کنند که بیشترین اثرگذاری مثبت را داشته باشد. با توجه به اینکه عملکرد چشم در دریافت محرک رنگ، در جلب توجه، پردازش و ایجاد احساسات مختلف نقش مهمی دارد و رنگ‌ها با درجه اشباع بالا یا درخشندگی نامناسب، چشم را آزار می‌دهد، الگوی رنگ پس‌زمینه وب‌سایت، باید طوری انتخاب شود تا به بیشترین سطح پردازش و یادآوری اطلاعات و درک از محصول و محیط منجر شود و در افراد احساس هیجان، برانگیختگی و خشنودی را برانگیزاند.

کلیدواژه‌ها

عنوان مقاله [English]

Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study)

نویسندگان [English]

  • Manijeh Bahrainizad 1
  • Majid Esmailpour 1
  • Foroogh Nabavizadeh 2
1 Associate Prof., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.
2 MSc., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.
چکیده [English]

Objective
The layout design and atmosphere of online retail websites are strong drivers to attract visitors. One of the important aspects of website designing is the website color because it calls forth various responses from visitors and has a big impact on their intention and buying behaviors. The main purpose of this study is to measure the effect of the background color of electronic retailers on the affective and cognitive responses of consumers.
 
Methodology
This is a piece of applied, quantitative and causal research. It was conducted online based on the post-test design including test and control groups. First, a retailing website was designed with the intended saturation, hue, and lightness of background color. Then, they were randomly visited by visitors. After visiting the website, the visitors received a questionnaire link and were asked to report their cognitive and emotional reactions. Data analysis was performed using ANOVA and the SPSS software.
 
Findings
The background color of retail websites, considering its type, saturation level, and brightness can produce different cognitive reactions and feelings in different visitors, but it does not affect their satisfaction.
 
 
Conclusion
Color is an important component to create a cognitive reaction in people. Designers of retail websites should combine color types with other dimensions such as saturation level and brightness and choose a pattern that has the most positive effect. The human eye plays an important function in receiving color stimuli. The eyes would be attracted and different emotions would be created. Colors with a high degree of saturation or inappropriate brightness can be considered annoying for the eye. A retail website should be designed in a way to evoke feelings of excitement and satisfaction in the visitors.

کلیدواژه‌ها [English]

  • Background color
  • Cognitive response
  • Emotional response
  • Arousal emotion
  • Pleasure emotion

مراجع

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احمدی، محمد میلاد؛ هندیجانی، رزا و علیخانزاده، علیرضا (1399). تحقیق آزمایشی و کاربرد آن در توسعۀ دانش مدیریت. فصلنامه مدیریت دانش سازمانی، 3 (9)، 5-49.
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مدیریت بازرگانی
دوره 14، شماره 2
1401
صفحه 276-299

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