Are Colors Influential in Changing the Attitudes and Behaviors of Customers in Their Purchase Decision-Making?

  •  Najah Salamah    


Color is a paramount factor that significantly influences the attractiveness of a product. This study investigates the impact of colors on human perception and their subsequent attraction to different colors, ultimately leading to product purchase decisions. The research methodology involved the collection of data from 406 customers in Saudi Arabia, utilizing a convenience sampling approach coupled with a correlation and causal research design. A survey questionnaire was employed to gather the necessary data, which was subsequently analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling) software. The findings of the study reveal a positive and statistically significant relationship between various factors and purchasing behavior, including mood regulation (0.048, p < 0.05), individual characteristics (0.056, p < 0.05), perceived usefulness (0.065, p < 0.05), perceived ease-of-use (0.146, p < 0.05), instant gratification (0.067, p < 0.05), and compatibility (0.567, p < 0.05). Therefore, based on these outcomes, it can be concluded that the results derived from color research possess qualities that are media-friendly and provocative, exerting a substantial influence on the audience and effectively stimulating product purchases.

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