The PC loadings were used to obtain semantic
structure of KW. The KW that produced large
positive first PC loadings (x-axis) are "Elegant",
"Gorgeous", “Stylish", and so forth. The dense area
of the right hand side of the chart corresponds to
such KW. On the other hand, KW that produced
large negative PC loadings is "Boring" and "Old-
fashioned". We represent this PC as the axis of
"Attractiveness". We can expect that websites with a
higher score on this component is likely to have
higher sense of attraction and conversely. In the
second PC loadings (y-axis), KW that have positive
large loadings are "Masculine", and KW that have
negative PC loadings are "Feminine", and "Chic".
We represent this PC as the axis of "Masculine-
Feminine". We can expect that websites with a high
score on this component will tend to have high
characteristic of masculinity and conversely.
The PLS analysis reveal the relationship between
design elements and the Kansei cluster (Appendix
II). For example for the Kansei cluster simple, the
design elements related includes page orientation:
content; page colour: brown; logo location: centre,
main background colour: blue and so on. From the
PCA and PLS performed, we identified the Kansei
semantic space and relationships between Kansei
and web design elements. From the results of our
findings, we can conclude that Kansei structure of
online clothing website design has two components:
attractive and masculine-feminine. This provides us
with the empirical evidence that Kansei EC website
design method proposed can produce the intended
Kansei semantic space, similar to other Kansei
Engineering studies in other product design.
6 CONCLUSION AND FUTURE
WORK
Work on the application of KE in website design is
still at the infancy stage. The dimension of
desirability draws on the new paradigm of producing
desirable websites as opposed to current focus on
website functional usability and performance. Our
study aims to explore whether the Kansei web
design method can determine the emotional values
to generate emotional signatures of online clothing
websites. From our findings we are able to gain
evidence that the proposed Kansei EC website
design method can produce the intended Kansei
semantic space, similar to other Kansei Engineering
studies in other product design. In addition, our
results also showed that the presence of Kansei
appeal in existing EC website.
However, the adoption of KE is not risk free.
Since Kansei is highly dependent on the indigenous
characteristics of the cultural race, engineering
Kansei into EC websites may not produce globally
accepted features. Consideration on the universal
and localized Kansei features will be considered in
our future work.
ACKNOWLEDGEMENTS
The research was supported by grants from the
Ministry of Science, Technology and Innovation,
Malaysia, under the e-Science Fund research grant
scheme [Project Code: 01-01-01-SF0029].
REFERENCES
Aboulafia, A., and Bannon, L. J. (2004). Understanding
affect in design: an outline conceptual framework.
Theoretical Issues in Ergonomics Science, 5(1), 4-15.
Anitawati, M. L. and Nor Laila, M.N. (2006) Kansei
engineering concept in EC website. Proceedings of the
International Conference on Kansei Engineering and
Intelligent Systems 2006 (KEIS '06), Aizu-Wakamatsu,
Japan.
Buchanan, R. 2000. Good Design in the Digital Age.
AIGA Journal of Design for the Network Economy,
1(1), American Institute of Graphic Arts: pp: 1-5.
Dillon, A. (2001). Beyond Usability: Process, Outcome
and Affect in human computer interactions. Paper
presented as the Lazerow Lecture 2001, University of
Toronto, March 2001
Hon, Y.S. and Ho, K.L. (2005). Visual Design of Web
Page. Proceedings of CybErg 2005. The Fourth
International Cyberspace Conference on Ergonomics.
Johannesburg: International Ergonomics Association
Press
Li, Na and Ping Zhang (2005), Consumer Online
Shopping Behavior, in Customer Relationship
Management, Fjermestad, J. and Romano, N. (eds),
Series of Advances in Management Information
Systems, Zwass, V. (editor-in-chief), M.E. Sharpe
Publisher.
Nagamachi, M. 2003. The Story of Kansei Engineering (in
Japanese), Japanese Standards Association, 6. Tokyo.
Nagasawa, S. 2004. Present State of Kansei Engineering
in Japan. 2004 IEEE International Conference. Vol.1.
pp:333-338.
Norman, D. A. 2002. Emotional Design: Attractive
Things Work Better in Interactions: New Visions of
Human-Computer Interaction, IX: pp. 36-42.
Norman, D. A. 2004. Emotional Design: Why We Love
(or Hate) Everyday Things. New York: Basic Books.
Sigala, M., Mich, L. and Murphy, J. 2007. Exploring the
Use of Emotional Features at Romantic Destination
Websites. Proceedings of the International
ICEIS 2008 - International Conference on Enterprise Information Systems
146