Affiliation:
1. ESCE International Business School, France
2. University of Cergy Pontoise, France
Abstract
This chapter examines the effects of the mobile-phone website colored contrasts and the affective states of the consumer (emotions and moods) and trust, respectively, on intention to revisit, buy on, and recommend the mobile website. For this purpose, a factorial plan 2x2 was developed, and a mobile website, with two different alternatives, was designed especially for the experiment: positive contrast (yellow text on green background) and negative contrast (green text on yellow background). The research was conducted on French consumers. Three-hundred twelve valid responses were collected through online and personal survey questionnaires. Data was analysed using the method of structural equations. The results show the significant effects of mobile website's color contrast on behavioral intentions. Perceived dominance and trust towards the website have positive effects on behavioral intentions, whereas mood has non-significant effects on behavioral intentions. Managerial implications are discussed.
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