A Study on the Relationship of Visual Aesthetics Design and Performance in the Internet Web Site

인터넷 웹사이트의 시각적 디자인과 성과와의 관계에 관한 연구

  • Kim, Seung Kyung
  • 김승경 (대림대학 경영정보계열)
  • Received : 2008.10.17
  • Accepted : 2008.11.16
  • Published : 2008.12.30


This study focuses on visual aesthetic factors in the apparel web site design. 103 undergraduates participated in the evaluation of six internet web sites. The evaluation were recorded and analyzed by using the inspection method and a questionnaire. Findings of this study can be summarized as follows: First, the result of SPSS-factor analysis shows that there are 2 distinct factors; 'classical aesthetics' and 'expressive aesthetics'. 'classical aesthetics' and 'expressive aesthetics' can be described by visual aesthetic design. This conceptual confusion relating to 'visual aesthetic design' can be clarified by these findings. Second, as a result of multiple regression analyses, 'classical aesthetics' and 'expressive aesthetics' have a positive influence on 'interactivity' and 'web site evaluation'. This research clarifies the concepts of 'engagement' of Rosen & Purinton as the 'interactivity' between users and web sites. Finally, this study suggests that 'good design' for internet web sites depends on understanding how to attain the appropriate balance between 'classical aesthetics' and 'expressive aesthetics', based on the target customer.