The Research Of Background Color’s Impact On Consumers’ Online Purchas

Online consumer behaviors are concerned by theorists and managers. With the development of Internet, there are various websites emergence. How to be attractive has become the focus of website designers and operators. As the art of website, color not only beautify the website, but also convey a different emotion. The literature research found that people have the consistent characteristic on color. So it is meaningful studying the background color’s impact on consumers’ online purchase, especially for website designers and operators.Economic hypothesis supposed that individual always make the rational decisions. For the past few years, scholars pay more attention to Economic decision-making, and some scholars use the brain imaging technology studying this topic, they point out that people are non-rational during decision. With the development of neuroscience, seeking the button of purchase has become the vision of neuromarketing. Its social and commercial influence is more important than academic influence. This paper designs two experiments to study color’s influence on consumers’ online purchase:one is behavioral experiment and another is neurological one.The design of behavioral experiment is based the computational model. After a lot of reading literature, this paper proposes few hypotheses. This experiment simulates the environment to present the online shopping. There are some statistic analyses though SPSS to verify hypotheses. The result verifies that there is significant impact on consumers’online purchase among different background color of website. Consumers spend shorter time in blue background than the red when they decide to buy some things, but there will be opposite when consumers decide not to purchase something, they will spend fewer time in red background color.Based on the behavioral test, this study also designs one neurological experiment by using fMRI. In the paper, data preprocessing is indispensable before statistic analysis though SPM. This paper mainly researches the brain activation in the condition of this experiment. We focus the regions of visual and advanced cognitive function, and study the relationship between these two functions.This paper enriches the related research on consumers’behavior. It has a certain theoretical value for in-depth research on consumers’ behavior, also expands the scope of neuroscience research. This conclusion can provide the scientific basis for website designers and operators developing marketing strategy.