Engineering Kansei In E-Commerce Web Design

In the literature of e-Commerce website development, qualities of usability and usefulness have received the main attention of researchers. However, with the rapid growth of e-Commerce, there is a growing concern to improve e-Commerce interface by engineering the affective appeal in the website design. Kansei Engineering is a translating technology of a consumer’s feeling and image for a product into design elements and has been successfully used to incorporate the affective appeal in the product design. This paper presents results of research on the use of Kansei Engineering as a method in formulating affective quality website. Kansei evaluations on e-Commerce websites were done, where subjects evaluate e-Commerce websites and rank their impression on a 5-point SD-scale pair of Kansei Words (KW). Principal Component Analyses were used to identify semantic space of KW and discover the implicit relations among Kansei and website’s design elements.