A short version of the visual aesthetics of websites inventory

Morten Moshagen and Meinald Thielsch

Behaviour and Information Technology, 2013, vol. 32, issue 12, 1305-1311

Abstract: The present paper addresses a need for a brief assessment instrument to measure perceived visual aesthetics of websites. A short version of the Visual Aesthetics of Websites inventory (VisAWI; Moshagen and Thielsch 2010) called VisAWI-S was developed and evaluated in three studies comprising 1673 participants in total. The results indicate that the VisAWI-S is a reliable measure that captures a single dimension of perceived visual aesthetics and provides a good approximation to the full-length version. Convergent validity was established by a strong relationship to overall appeal. Evidence for divergent validity was obtained by weaker correlations to perceived usability, pragmatic quality and quality of content as well as by absence of a significant correlation to participants’ mood. In addition to this, the VisAWI-S was found to be substantially related to the intention to revisit a website. Overall, the results indicate that the VisAWI-S may gainfully be employed to measure perceived visual aesthetics of websites when assessment times must be kept to a minimum.

Date: 2013
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DOI: 10.1080/0144929X.2012.694910

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