Chapter

The Effects of Color and Position of Add-to-Cart Button on Click Intention: An Abstract

May 2018

DOI:10.1007/978-3-319-66023-3_88

In book: Back to the Future: Using Marketing Basics to Provide Customer Value (pp.247-248)

Authors:

Drexel University

Drexel University

Understanding the factors that influence consumer’s online shopping experience is an imperative but challenging task for both e-retailers and marketing scholars. Website design is one of the critical factors relevant to online conversions. Although website design may vary across different retailers, add-to-cart button, which enables consumers to select items for eventual purchase, is a common feature that shared by all websites. In this research, we are interested in exploring how add-to-cart button may influence consumer’s online shopping experience. We focus on two important properties of the button: color and position. Specifically, we will examine two major colors used by e-retailers on add-to-cart button—red and yellow and two positions of the button— right and left side of the website. We investigate the interactive effect of color and position of add-to-cart button on consumer’s button-click intention and purchase decision.

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December 2017 · IIM Kozhikode Society & Management Review

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April 2023 · journal of social sciences review

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Chapter

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January 2022

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Effect of awareness and website quality on customer’s emotion, purchase intention and perceived risk...

November 2020

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Article

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June 2024 · ShodhKosh Journal of Visual and Performing Arts

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Article

Perceived irritation in online shopping: The impact of website design characteristics

January 2016 · Computers in Human Behavior

Bassam Hasan

Perceived irritation has shown negative effects on various aspects of consumer shopping behavior. Despite the enormous proliferation of online shopping in recent years, very little research has explored perceived consumer irritation or its determinants in online shopping environments. This study aims to fill this gap by examining the effects of visual, navigational, and informational website ... [Show full abstract] design characteristics on consumers' perceived irritation in online shopping activities. The results of data collected from online shoppers showed that the three website design characteristics had significant negative effects on perceived irritation in online shopping context. These findings offer valuable implications for website designers and online retailers who wish to design and maintain attractive websites that can minimize perceptions of irritation among current and potential customers.