The influence of user interface design on consumer perceptions: A cross-cultural comparison.

With more than 4 billion websites on the World Wide Web, it has become essential for companies, especially those who operate worldwide, to make their websites as appealing as possible for their customer base. This paper intended to provide some insight for companies who want to offer their products online to German and Taiwanese customers. A total of 703 valid responses from participants of both countries were collected in this study. The experimental result revealed significant effect of color and price on the customers' responses. The results also indicated that not only does color have a significant main effect on arousal, but that warm and cool colors influence Taiwanese and German participants to different degrees. Additionally, price resulted in a significantly high level of Perceived Usefulness and Pleasure. This paper can provide great insight to companies who wish to sell their products in one or both of these markets, which admittedly differ greatly from each other, by appropriate interface design of web pages. • Online consumers show different responses toward different website interface design. • Consumers from different country show difference preferences of website background color. • Websites offering lower priced product are preferred by online consumers. [ABSTRACT FROM AUTHOR]