From a theoretical perspective, some of our results
confirm that the emotions associated with the feelings of
‘‘beauty’’ and “aesthetic” play an important role on website
design nowadays. From a practical perspective, our work
allowed us to identify colors that were regarded as appealing
or, on the contrary, rejected by two seemingly different
cultures, and implied for existing color fads. We presented
correlations to Kansei engineering evaluative techniques by
trying to translate consumer’s emotion to the design
elements, thus enabling e-retailers, researchers, web
designers and stakeholders to improve their understanding
on which design element elicits what kind of affective
responses to website users. Ultimately, this research hopes
that its findings aid in the design of affective quality
websites, resulting in the prosperity of a given e-Commerce
store.