From Hues to User-Friendly Views: Analyzing the Impact of Colors, Aesthetics, and Usability on Consumer Purchase Intention

This study investigates online purchase intention among Pakistani youth, focusing on colors, usability, and aesthetics as key determinants shaping consumer behavior in digital environments. With online shopping gaining momentum in Pakistan, understanding these factors is essential for businesses to attract and retain customers. Drawing on existing literature and empirical data, Rubab et al. (2018) address a critical research gap: the limited studies on online shopping behavior within the Pakistani context. Colors significantly influence perception and behavior; for example, blue fosters relaxation and higher purchase intent compared to red (Labrecque et al., 2013). Usability and aesthetics enhance user satisfaction and experience, positively affecting purchase intentions (Deng & Poole, 2010). Previous studies often examined these factors in isolation or traditional retail contexts, neglecting their combined impact in online settings (Rubab et al., 2018). This research proposes a unified framework integrating colors, psychology, visual appeal, and usability to enhance consumer engagement (Rubab et al., 2018). Findings offer actionable insights for e-vendors, emphasizing the importance of optimizing website features to build user confidence. By leveraging these elements, businesses can create innovative and appealing online shopping experiences, fostering long-term customer loyalty in a competitive market.Keywords: Consumer Behaviour, Consumer purchase intention, Colours, Aesthetics, Usability.