Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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Color Stimulation for Impulse Spending——The Effect of Background Color on Consumer Purchase Intention in Goodie Sharing Videos

Authors
Yuxuan Xie1, *
1School of Cultural Industry and Tourism, Xiamen University of Technology, 361024, Xiamen, China
*Corresponding author. Email: 2940018310@qq.com
Corresponding Author
Yuxuan Xie
Available Online 7 May 2025.
DOI
10.2991/978-94-6463-706-9_62How to use a DOI?
Keywords
Background color; Visual marketing; Consumer decision-making
Abstract

Currently, the state has issued a series of policies and regulations to support the development of e-commerce platforms, and under this social environment, more and more online consumers are purchasing online, and visual marketing plays an important role in the online purchasing environment. This paper studies the most popular good-sharing marketing model, and explores the influence of background color in video on consumers’ purchase intention.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2025
ISBN
978-94-6463-706-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-706-9_62How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuxuan Xie
PY  - 2025
DA  - 2025/05/07
TI  - Color Stimulation for Impulse Spending——The Effect of Background Color on Consumer Purchase Intention in Goodie Sharing Videos
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 689
EP  - 703
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_62
DO  - 10.2991/978-94-6463-706-9_62
ID  - Xie2025
ER  -