Validation of Kansei Engineering Adoption in E-commerce Web Design

The evolution of internet business has lead e-Commerce businesses to battle with competitors, especially in the effort to enhance visitor’s stickiness to their website targeting to promote visitors conversion and retention. Review on literatures has shown that prospect’s decision is based on their feelings and emotion. This has encouraged the study of emotional appeal in website design as interactive space with potential consumer. Based on Kansei Engineering methodologies and previous studies involving Kansei Engineering, we propose a model on building Kansei product design as a foundation to measure consumer emotional responses and incorporate emotional appeal into new product design. We present actual implementation of the model in e-Commerce website, and utilize generated result to validate the model. Justifications are done by the measurement of subject’s Kansei and analysis by Principal Component Analysis, Cronbach’s alpha and averaged evaluation results. Results from the actual measurement of subject’s emotional response to e-Commerce website are discussed, which provide evidence that the model presented is valid and justifiable.