PERCEIVED VISUAL AESTHETICS OF EMOTIONALLY EVOCATIVE HOMEPAGES: AN INVESTIGATION OF AFFECTIVE QUALITIES IDENTIFIED WITH EMOTIONAL DIMENSIONS

摘要

ABSTRACTMark A. TarrantPERCEIVED VISUAL AESTHETICS OF EMOTIONALLY EVOCATIVEHOMEPAGES: AN INVESTIGATION OF AFFECTIVE QUALITIES IDENTIFIEDWITH EMOTIONAL DIMENSIONSKim, Lee, and Choi (2003) identified design factors for homepages that elicited aestheticdimensions in Web users viewing homepages. However, their study was not crosscultural.The focus of this investigator’s study was to test 13 homepages used by Kim etal. with participants from the United States and determine whether the same aestheticdimensions were evoked in U.S. participants. The resulting survey data of U.S.participants were compared with the survey data for South Korean participants. An initialanalysis determined that U.S. participants generally agreed with South Koreanparticipants about which aesthetic adjectives were in an aesthetic category. Otheranalyses showed no shared perceptions for homepages or adjective sets in aestheticdimensions. This investigation suggested that aesthetic design principles for homepagesfrom one culture are unlikely to predictably influence other cultures. A regressionanalysis was also used to investigate aesthetic design elements that prompt responses inU.S. participants.