| dc.description.abstract | In recent years, e-commerce is increasingly developed, and internet auction is also gradually mature. Standard auction interface makes sellers focus on product photos to attract attention form buyers. In Color Marketing, the visual experience is the major factor that affects buying behavior of consumer, and color is the main reason for people to choose and buy products. The study is to explore how the background colors and light of product photos affect purchase intention. The product colors of photo are white and black. The background colors are yellow, blue, green and red, and the two types of light are white and yellow. In total, there are eight combinations. In addition, this study added aesthetics and time spent to be mediators in order to discover the relation between variables. The regression models of purchasing intention, time spent and aesthetics are structured. By regression analysis, the results of the study can be summarized as: (1)Background color, light and aesthetics have a significant impact on purchase intention. (2)Light has a significant impact on time spent. (3)Background color and light have a significant impact on aesthetics. Based on the results, we provide some practical suggestions for sellers in internet auctions or network marketing industry, and possible direction for academic research in the future. | en_US |