论电子商务情境下颜色对消费者的影响

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摘要电子商务的迅速发展导致网络销售环境因素对消费者的影响日益突出。本文系统阐述了电子商务中颜色对消费者认知、情感以及购买决策行为等方面的影响作用,希望可以给网页设计人员以及网店运营商提供一些指导和管理建议。

作者韩芳芳金建华

机构地区浙江工业大学

出处《现代营销（下）》 2017年第3期103-103,共1页 Marketing Management Review

关键词网络营销颜色情绪认知购买决策行为

参考文献1

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现代营销（下）

2017年第3期

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