Piloter la relation client dans I'e-commerce: quels leviers et quelles incidences sur les comportements d'achat ?

N’Goala, Gilles; Cases, Anne-Sophie

doi:10.1177/076737011202700405

Cited by 7 publications

(1 citation statement)

References 57 publications

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“…Indeed, in spite of the discrepancies in the “e-service quality” dimensions mentioned by researchers, the dimension “security/assurance,” making the website trustful, is the most ubiquitous one (Zeithaml et al , 2002; Parasuraman et al , 2005; Herington and Weaven, 2009). In other words, providing the feelings of security and assurance during navigation contributes to online trust (Herington and Weaven, 2009) and makes the shopping experience more efficient and much easier (N'Goala and Cases, 2012).…”

Section: Discussionmentioning

confidence: 99%

Websites' hue-context congruence as a vector of trust and behavioral intentions

Khrouf

Frikha

2021

IJOEM

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PurposeThis paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.Design/methodology/approachAn online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.FindingsResults revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.Research limitations/implicationsThis research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.Practical implicationsThis study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.Originality/valuePrior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.

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