An investigation of success metrics for the design of e-commerce Web sites.

PDF Version Also Available for Download.

Use of this dissertation is restricted to the UNT Community. Off-campus users must log in to read.

Description

The majority of Web site design literature mainly concentrates on the technical and functional aspects of Web site design. There is a definite lack of literature, in the IS field, that concentrates on the visual and aesthetic aspects of Web design. Preliminary research into the relationship between visual design and successful electronic commerce Web sites was conducted. The emphasis of this research was to answer the following three questions. What role do visual design elements play in the success of electronic commerce Web sites? What role do visual design principles play in the success of electronic commerce Web sites? What … continued below

Creation Information

Cutshall, Robert C. May 2004.

Context

This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by the UNT Libraries to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 1366 times. More information about this dissertation can be viewed below.

Who

People and organizations associated with either the creation of this dissertation or its content.

Chair

Committee Members

Publisher

Rights Holder

For guidance see Citations, Rights, Re-Use.

  • Cutshall, Robert C.

Provided By

UNT Libraries

The UNT Libraries serve the university and community by providing access to physical and online collections, fostering information literacy, supporting academic research, and much, much more.

Contact Us

What

Descriptive information to help identify this dissertation. Follow the links below to find similar items on the Digital Library.

Description

The majority of Web site design literature mainly concentrates on the technical and functional aspects of Web site design. There is a definite lack of literature, in the IS field, that concentrates on the visual and aesthetic aspects of Web design. Preliminary research into the relationship between visual design and successful electronic commerce Web sites was conducted. The emphasis of this research was to answer the following three questions. What role do visual design elements play in the success of electronic commerce Web sites? What role do visual design principles play in the success of electronic commerce Web sites? What role do the typographic variables of visual design play in the success of electronic commerce Web sites? Forty-three undergraduate students enrolled in an introductory level MIS course used a Likert-style survey instrument to evaluate aesthetic aspects of 501 electronic commerce Web pages. The instrument employed a taxonomy of visual design that focused on three dimensions: design elements, design principles, and typography. The data collected were correlated against Internet usage success metrics data provided by Nielsen/NetRatings. Results indicate that 22 of the 135 tested relationships were statistically significant. Positive relationships existed between four different aesthetic dimensions and one single success measure. The other 18 significant relationships were negatively correlated. The visual design elements of space, color as hue, and value were negatively correlated with three of the success measures. The visual design principles of contrast, emphasis radiated through contrast, and contrast shape were negatively correlated with three of the success measures. Finally, the typographic variables of placement and type size were both negatively correlated with two of the success measures. This research provides support to the importance of visual design theory in Web site design. This preliminary research should be viewed as a realization of the need for Web sites to be designed with both visual design theory and usability in mind.

Subjects

Keywords

Library of Congress Subject Headings

Language

Identifier

Unique identifying numbers for this dissertation in the Digital Library or other systems.

Collections

This dissertation is part of the following collection of related materials.

UNT Theses and Dissertations

Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process. Some ETDs in this collection are restricted to use by the UNT community.

What responsibilities do I have when using this dissertation?

When

Dates and time periods associated with this dissertation.

Creation Date

  • May 2004

Added to The UNT Digital Library

  • Feb. 15, 2008, 3:26 p.m.

Description Last Updated

  • June 25, 2009, 1:41 p.m.

Usage Statistics

When was this dissertation last used?

Yesterday: 0
Past 30 days: 0
Total Uses: 1,366

Interact With This Dissertation

Here are some suggestions for what to do next.

Start Reading

PDF Version Also Available for Download.

International Image Interoperability Framework

IIF Logo

We support the IIIF Presentation API

Cutshall, Robert C. An investigation of success metrics for the design of e-commerce Web sites., dissertation, May 2004; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc4465/: accessed March 18, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

Back to Top of Screen