How sense qualities influence user preference of E-commerce website

The objective of this study was to investigate the relationship between sense qualities and overall preference in interface design of E-commerce website based on users' perceptual demand. First, the semantic differential method was adopted to extract sentimental evaluation phrases of E-commerce website's interface. Then, an evaluation scale investigating users' sense qualities of E-commerce website interface was developed, which was also checked to be valid in this field. After that, multiple linear regression models of the relationship between sentimental evaluation phrases and users' emotional preference and also the relationship between evaluation factors and emotional preference of E-commerce website's interface were established respectively, which quantified the emotional dimensions of interface design of E-commerce website. Eventually, some random samples of E-commerce website's interface were taken to test the effectiveness of models above and implications of this study were discussed.