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

Purpose This 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/approach An 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...