Website Visual Design Qualities: A Threefold Framework

摘要

The present study aims to contribute to the information systems (IS) literature by developing a new theoretical perspective that integrates three dimensions of artifact visual design quality-namely aesthetic, functional, and symbolic dimensions-in the investigation of website visual design qualities that influence visitors' attitudes and behaviors. Results suggest that website aesthetic, functional, and symbolic qualities positively influence intention to use the website and positive word of mouth and that website aesthetic quality positively influences website functional and symbolic qualities. Results also demonstrate that functional and symbolic qualities mediate the relationships between aesthetic quality and intention to use and positive word of mouth.