Authors:
M. L. Anitawati
1
;
M. N. Nor Laila
1
and
M. Nagamachi
2
Affiliations:
1
Faculty of Information Technology and Quantitative Sciences, University Teknologi MARA, Malaysia
;
2
Kyushu University, Japan
Keyword(s):
Emotional usability, Kansei Engineering, online clothing, visual design, visual technology.
Related
Ontology
Subjects/Areas/Topics:
e-Business and e-Commerce
;
Multimedia and User Interfaces
;
Society, e-Business and e-Government
;
Web Information Systems and Technologies
;
Web Interfaces and Applications
Abstract:
Visual web design covers website content and layout. In the context of content, the use of trendy technologies is suggested as a method to deliver a better look and feel of clothing products in the online environment. However, it has been recognized by the study and in the literature that the use of these technologies is less popular and there seems to be a paradigm shift towards instilling positive consumer experience in online shopping via emotional usability engineering. This shift is seen in previous studies that linked consumer’s decision making with emotion. Correspondingly, the research investigates the detail design elements and presents the result in the form of dominant pattern of visual design in online clothing websites. 163 online clothing websites were selected based on their visible differences in both content and layout context. Analysis was conducted based on predefined rules and controls. A descriptive model of the dimension of a visual web design is derived and a m
odel of visual technology on online clothing website is presented. This study of detail website design elements is the know-how technique in investigating associations with consumer’s emotional responses, towards incorporating emotional appeal into web design, as an alternative for online shopping experience.
(More)