A Theoretical Framework For Understanding Aesthetic Experiences In Relation To Website Design And Utilitarian Outcomes

Online affective experiences and their relationships to utilitarian and non-utilitarian outcomes are of growing interest. This study investigates one affective experience – aesthetics – and its impact on online utilitarian values. As the concept of web aesthetic experience has not been well studied or understood, this study proposes a novel theoretical model connecting web aesthetic experiences to online utilitarian values. Based on the prior literature from other disciplines, the study treats the aesthetic experience as a complex and multi-dimensional construct, which contains three distinct subdimensions: aesthetic appraisal, aesthetic judgment, and aesthetic emotion. The research process will include making the selection of diverse level of aesthetic websites and a cross-over design experiment. The structural equation modelling technique will be employed to evaluate the relationships between the web aesthetic experience and utilitarian outcome. The expected contributions of this study are: (i) to construct a novel theoretical model based on the psychological and philosophical concepts of aesthetic experience and utilitarian value; (ii) to identify the multi-dimensional evidence of web aesthetic experiences; (iii) to provide theoretical and practical knowledge for predicting the utilitarian outcomes through online users’ aesthetic experiences. The study also points to the need for more research in this complex area.