Factor structure of web site creativity

The objective of this study is to develop an instrument measuring user-assessment of web site creativity and then to investigate the impacts of web site creativity on user behavior. A conceptual model for user perception and response to web site creativity was constructed and the initial Web Site Creativity Measurement Instrument was developed, whose construct validity was based on the literature. This instrument was then administered via a survey (N = 289) with satisfactory internal consistency. The results of factor analysis indicated a refined instrument with seven factors (28 items): Aesthetic Appeal, Interactivity, Novelty and Flexibility, Affect, Importance, Commonality and Simplicity, and Personalization, which explained 63% of the total variance. Stepwise regressions further identified important factors in predicting the user’s attitude and behavior towards web site creativity. 62% of the total variance regarding the prediction of the user’s overall preference towards creative web sites was explained by significant factors. Guidelines and checklist for creative web site design were also developed based on the refined instrument.