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  Access Rights: Use restricted to UNT Community
  Partner: UNT Libraries
 Department: Department of Business Computer Information Systems
 Degree Level: Doctoral
 Collection: UNT Theses and Dissertations
An investigation of success metrics for the design of e-commerce Web sites.

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

Access: Use of this item is restricted to the UNT Community.
Date: May 2004
Creator: Cutshall, Robert C.
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. ...
Contributing Partner: UNT Libraries