How Webpage Background Affect Online Shopping Behavior

This research explores how Web page background influences online shopping behavior and differentiations between genders through an online experiment of 192 university students. The results show: (1) Web page background influences online shopping behavior. Under the different Web page background conditions, subjects evaluate the prime features more important and spent more time on browsing the related prime features. They also prefer the products which consistent with the prime features and more purchasing decisions are made consist with the prime features. (2) There is a gender differentiation of how Web page background influences online shopping behavior. Female are more easily affected by Web page background.