Persuasive colours for trust in E-commerce: Dutch blue or Russian red?

This study aims to investigate the effects of web store colours (blue or red) on e-commerce. Specifically, a comparison is made between consumers from two cultures: Dutch and Russian. They participated in an experimental survey expressed their trust intention purchase low-involvement product (a laptop sleeve). The results showed that initial cultural background seem influence online intention. Higher levels were related higher intentions. Interestingly, where more uncertainty-avoidant Russian trusted store, likely product, regardless colour they exposed to. It recommended unravel degree localisation stores’ atmosphere global Consumers different backgrounds might not feel behave same differently coloured, retail environment.