An approach to website design for Turkish universities, based on the emotional responses of students

Figures & data

Figure 1. Hierarchy levels of human needs (Song et al., 2012).

Figure 2. Snapshots of websites used for the Kansei survey.

Table 1. Factor loadings after varimax rotation

	F1	F2
Plain—Mixed	0.155	0.967
Pleasant—not pleasant	0.601	0.783
Elegant—not elegant	0.532	0.843
Organized—Messy	0.548	0.817
Adorable—Not adorable	0.733	0.667
Fashion—Unfashion	0.777	0.602
Orderly—Disorderly	0.485	0.855
Stylish—Not stylish	0.661	0.717
Satisfied—Unsatisfied	0.629	0.750
Modern—Old-fashion	0.773	0.591
Exciting—Boring	0.811	0.563
Creative—Not creative	0.759	0.599
Beautiful—Not beautiful	0.718	0.690
Appealing—Not appealing	0.789	0.600
Well-structured—Unstructured	0.691	0.713
Outstanding—Mediocre	0.693	0.691
Interesting—Not interesting	0.844	0.499
Colorful—Not colorful	0.917	0.104
Informative—Not informative	0.810	0.576
Enjoyanble—Not enjoyable	0.777	0.618
Magnificient—Modest	0.730	0.676
Ey-catching—Not eye catching	0.822	0.531

The highlighted text shows the highest loading Kansei Word which we selected from each factors. Factor 1 the highest loading Kansei words (KWs) includes“colorful”, “interesting”, “eye-catching”, “exciting”, “informative”, load highly on factor 1, while KWs “plain”, “orderly”, “elegant”, “organized”, load highly on factor 2. So, the highlight shows loading of each Kansei Words and that this KWs is selected

Figure 3. Scores of the nine websites on factors F1 and F2. Total variance explained is 96.5%.

Table 2. Classification of items/categories

Physical traits of websites
Design elements	Items	Categories
Header background	Color	White, Dark blue, Orange, Blue, Grey.
Logo	Location	Left, Centre, Right
Title font	Size	Small, Medium, Large
Header	Size	Large, Small, Medium
Footer	Size	Small, Medium, Large
Footer	Color	White, Blue, Yellow, Black
Top menu	Existence	Exist, not exist
Body background	Color	Grey, White, blue,
	Color	Black & White, Blue & White, Blue, white and Green
Total pictures	Number	1–5 pictures, 6–10 pictures, 11 and more pictures
Small pictures	Number	0–5, 6 and more
Large pictures	Number	0–1, 2 and more
Medium pictures	number	0–4, 5 and more
Video button	Existence	Video button, no video button

Table 3. Sample of the categories identified from websites

Items	Header background color					Location of the logo
Websites/categories	White	Dark blue	Orange	Blue	Grey	Left	Right	Center
Website 1	1	0	0	0	0	1	0	0
Website 2	0	1	0	0	0	1	0	0
Website 3	0	0	1	0	0	1	0	0
Website 4	1	0	0	0	0	1	0	0
Website 5	0	0	0	1	0	0	1	0
Website 6	1	0	0	0	0	1	0	0
Website 7	0	1	0	0	0	1	0	0
Website 8	0	0	0	1	0	1	0	1
Website 9	0	0	0	0	1	0	1	0

Table 4. The PLS regression results for three categories

Items/categories		Colorful	Interesting	Eye-catching	Plain	Orderly	Elegant
	Intercepts	3.281	2.871	2.923	3.253	3.340	3.132
Header color	White	0.059	0.030	0.044	0.004	0.031	0.025
	Dark blue	−0.038	−0.020	−0.029	−0.003	−0.020	−0.016
	Orange	0.037	0.019	0.028	0.003	0.020	0.015
	Blue	−0.032	−0.016	−0.024	−0.002	−0.017	−0.013
	Grey	−0.047	−0.024	−0.035	−0.003	−0.025	−0.020
Location of the logo	Left	0.046	0.024	0.034	0.003	0.024	0.019
	Right	−0.046	−0.024	−0.034	−0.003	−0.024	−0.019
	Center	−0.023	−0.012	−0.017	−0.002	−0.012	−0.009
Title font size	Small	−0.006	−0.003	−0.004	0.000	−0.003	−0.002
	Medium	−0.020	−0.010	−0.015	−0.001	−0.010	−0.008
	Large	0.034	0.017	0.025	0.002	0.018	0.014

The highlighted text shows the highest loading Kansei Word which we selected from each factors. Factor 1 the highest loading Kansei words (KWs) includes “colorful”, “interesting”, “eye-catching”, “exciting”, “informative”, load highly on factor 1, while KWs “plain”, “orderly”, “elegant”, “organized”, load highly on factor 2. So, the highlight shows loading of each Kansei Words and that this KWs is selected

Table 5. Chosen positive effect for 14 categories based on the PLS regression results

Header color	White
Location of logo	Left
Title font size	Large
Header size	Small
Footer size	Large
Footer color	Yellow
Top menu existence	Yes
Main body background color	White
Main body text font color	Blue, White and Green
Number of pictures	11 and more
Number of small pictures	6 and more
Number of large pictures	2 and more
Number of medium pictures	5 and more
Video button existence	No

Figure 4. Proposed universal design of an attractive university website.

Song, Z., Howard, T. J., Achiche, S., & Özkil, A. G. (2012). Kansei engineering and web site design. In Computers and information in engineering conference. Volume 2: 32nd Parts A and B (Vol. 2, pp. 591–601).

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