Abstract
As the flourish development of Internet, electronic commerce grows prosperously with the needs. Recently, there are more and more people shopping products online. Furthermore, most online consumers cite low price as the dominant factor in their online purchase intentions, hence become more sensitive to the price. Therefore, to attract consumers, it is an important topic for businesses to find out the unique environmental atmospherics except price to differentiate themselves from competitors. According to the stimulus-organism-response framework and through the different color design of websites, this study use high and low price as moderators, investigate the link between colors and consumers’ internal emotion, perceived value, and purchase intention. The analysis result reveals that no matter what the price level is, red online background can produce higher pleasure, arousal and dominance than blue background does. However, when the price is high, blue background with low value and low chroma can enhance the image of prestige, thus produce higher perceived value for consumers. Comparatively, when the price is low, red background with high value and high chroma can arouse consumers’ emotion, and elicit greater perceived value for consumers.