THE STUDY OF USERS’ FACIAL EMOTION TOWARD COMMERCIAL WEBSITE APPEARANCE

Many online systems lack the ability of understanding and responding to users’ emotions. Commercial website appearance which is suitable to users’ emotion could attract and motivate users to purchase. In order to measure peoples’ emotion responses, physical and psychological methods are often used in Kansei studies. Facial expression, one of essential physical emotion response, directly reveals people’s perceptive feel. The aim of the study is mainly to explore the relationship between users’ facial emotion and commercial websites. In addition, the correlation between physical perception and cognitional respond is analyzed and discussed. The research method firstly is to explore website design factors by group discussion and investigation. Second, the experiment was executed to collect the participants’ emotion data including facial expression and psychological self-report emotion responds to commercial websites. ANOVA and Quantification Theory Type I were applied to statistically analyze the data. The results yield that some website design factors - situated color and graphic banner size- have significant effects on users’ psychological emotion and facial expression. The developed computing model provides an approach to predict the adapted design to users’ emotion.