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[{"key": "dc.contributor.advisor", "value": "Rousi, Rebekah", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kaulio, Anna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-02-08T06:50:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-02-08T06:50:21Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/74008", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Verkkokauppojen v\u00e4linen kilpailu alati kasvavista asiakasm\u00e4\u00e4rist\u00e4 on johtanut estetiikan merkityksen korostumiseen verkkokauppojen verkkosivuilla ja k\u00e4ytt\u00f6liittymiss\u00e4. Verkkosivun estetiikalla on merkitt\u00e4v\u00e4 vaikutus k\u00e4ytt\u00e4j\u00e4lle syntyv\u00e4\u00e4n ensivaikutelmaan verkkosivusta sek\u00e4 k\u00e4ytt\u00e4j\u00e4kokemukseen pidemm\u00e4ll\u00e4 aikav\u00e4lill\u00e4. V\u00e4ri on keskeinen visuaalisen k\u00e4ytett\u00e4vyyden elementti, jolla voidaan helposti vaikuttaa k\u00e4ytt\u00e4j\u00e4n tunteisiin ja mielikuviin sek\u00e4 visuaaliseen k\u00e4ytett\u00e4vyyteen.\nT\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4 millaisia tunteita verkkokaupassa k\u00e4ytetyt v\u00e4rit saavat aikaan ja miten ne vaikuttavat ostoaikomukseen verkkokaupassa. Ymm\u00e4rt\u00e4m\u00e4ll\u00e4 k\u00e4ytt\u00e4jien tunteita ja reaktioita sek\u00e4 niihin vaikuttavia tekij\u00f6it\u00e4 paremmin, pystyt\u00e4\u00e4n tulevaisuudessa suunnittelemaan entist\u00e4 parempia ja toimivampia verkkosivuja verkkokaupoille vastaamaan niin yrityksen kuin asiakkaiden tarpeita.\nT\u00e4m\u00e4 pro gradu -tutkielma koostuu kirjallisuuskatsauksesta sek\u00e4 empiirisest\u00e4 osuudesta. Empiirisess\u00e4 osuudessa toteutettiin laadullinen tutkimus, jossa aineisto ker\u00e4ttiin et\u00e4yhteyksill\u00e4 toteutetuilla teemahaastatteluilla. Aineiston analyysissa sovellettiin sis\u00e4ll\u00f6nanalyysia sek\u00e4 temaattista analyysia.\nTutkimuksessa havaittiin selv\u00e4sti v\u00e4rien vaikutus k\u00e4ytt\u00e4jien tunteisiin. Viile\u00e4t v\u00e4rit, sininen ja vihre\u00e4, koettiin yleisesti rauhallisina ja miellytt\u00e4vin\u00e4. L\u00e4mpim\u00e4t v\u00e4rit taas koettiin dynaamisina ja voimakkaina. L\u00e4mpimiin v\u00e4reihin, erityisesti keltaiseen, yhdistettiin mielikuvia halvasta hinnasta, ja sen kautta my\u00f6s huonommasta laadusta. V\u00e4rien aikaansaamat tunteet vaikuttivat my\u00f6s merkitt\u00e4v\u00e4sti ostoaikomukseen. Erityisesti negatiiviset tunteet vaikuttivat kielteiseen ostoaikomukseen todella merkitt\u00e4v\u00e4sti, jopa enemm\u00e4n kuin heikko k\u00e4ytett\u00e4vyys. Tunteiden yhteys my\u00f6nteiseen ostoaikomukseen ei ollut yht\u00e4 yksiselitteinen. Positiivisten tunteiden, kuten ilon, ei n\u00e4hty merkitt\u00e4v\u00e4sti lis\u00e4\u00e4v\u00e4n ostoaikomusta, vaan neutraali tunnetila riitti ostoaikomuksen muodostumiseen. Klassisen estetiikan piirteet, siisteys, selkeys ja raikkaus, olivat keskeisi\u00e4 my\u00f6nteisen ostoaikomuksen kannalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Competition between online stores caused by the ever growing base of online shoppers has evolved into placing higher emphasis on aesthetics of websites and user interfaces. The aesthetics of a website have a significant effect on the user\u2019s first impression of the website as well as the overall user experience. Color is a key element of visual usability that can easily be used to influence the user\u2019s emotions and general view of the site, as well as its visual usability.\nThe purpose of this research is to study what types of emotions are generated by colors used in the design of online stores and how the colors used in the design may influence the user\u2019s intention to buy from the online store. By better understanding the significant emotions and reactions experienced by users as well as the factors that influence the reactions, it will be possible in the future to design better and more functional websites for online stores in order to meet the needs of customers as well as the organisation.\nThis master's thesis consists of a literature review and an empirical study. The empirical part of the research followed a qualitative methodology, in which the research material was collected through thematic interviews conducted remotely. The collected data was analysed through applying content analysis and thematic analysis.\nThe study clearly observes the effect of colors on users\u2019 emotions. Cool colors, such as blue and green, were generally perceived as calm and pleasant. Warm colors, such as yellow and red, on the other hand, were perceived as dynamic and intense. Warm colors, especially yellow, were associated with mental images of cheap prices, and also consequently lower quality. The emotions evoked by colors also have a significant effect on the intention to buy. In particular, negative emotions affect the negative purchase intention remarkably, even more so than weak usability. The connection between emotions and positive buying intention was less clear. Positive emotions, such as joy, were not seen to significantly increase the intention to buy, since a neutral emotional state was sufficient to form a purchase intention. Features of classical aesthetics, cleanliness, clarity and freshness, are key elements that form positive buying intentions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-02-08T06:50:21Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-02-08T06:50:21Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "web design", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "colors", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "user experience", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "e-commerce", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "aesthetics", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "V\u00e4rien aikaansaamat tunteet ja niiden vaikutukset ostoaikomukseen verkkokaupassa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202102081450", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tunteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "estetiikka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytett\u00e4vyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytt\u00e4j\u00e4kokemus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "v\u00e4rit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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