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Our exploratory study highlights the influence of environmental characteristics on individuals’ behavior in the commercial context. More particularly, it evaluates the importance of "color" as an atmospheric component in the context of e-commerce websites and it mesures its impact on the Moroccan web user.&#x0D;The literature review around the subject allowed us to brush the features of the commercial atmosphere both traditional and virtual, putting the component of "color" in the center of our interest.&#x0D;The conducted qualitative study via semi-directive interviews has brought to light the variables of our research confronted to the results of the literature.

Color As A Significant Atmospheric Factor Of Merchant Websites: A Moroccan Exploratory Study