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.