Presenting a model for the effect of product color naming on consumer behavior in online shopping

Document Type : مقاله مستخرج از رساله دکتری

Authors

1 PhD Candidate, Department of Business Management, Faculty of Economics and Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Department of Business Management, Faculty of Economics and Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

3 Department of Health Services Management, Faculty of Health, Baqiyatallah University of Medical Sciences, Tehran, Iran.

Abstract

Online shopping has increased dramatically in recent years. The product color name is used as a new strategy and marketing tool by increasing competition in online businesses and improving customer awareness. This study was aimed to identify the effect of color naming on consumer behavior and to present an appropriate model. This study was performed in a sequential exploratory mixed method. The qualitative study was interpretive phenomenology and quantitative study was semi experimental. The statistical population included customers of top online stores in Tehran who had online shopping experience. Sampling was done purposefully with maximum variation. The Results of a qualitative study showed that in six themes included attitudes toward different types of color names, semantic load of color names, consumer expectations of hearing color names, consumption perceptions from hearing the name of color, consumer behavior according to the type of product and finally consumer characteristics were categorized and the research model was presented. In quantitative phase, 3 scenarios were developed and the model were measured. The results showed that common names did not affect consumer behavior in any goods, but uncommon names did affect on consumers' attitudes toward the product. In goods with primary color characteristics, there is a significant relationship between color names and the purchase decision to the product. The semantic burden of color name was decisive on attitudes toward the product and consequently on consumer behavior.

Keywords

References

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Commercial Strategies
Volume 18, Issue 18
June 2022
Pages 110-128

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