The idea is supported by the pragmatism in e-Commerce existence up to date. As technology advances and e-Commerce rapidly matures; most e-Commerce websites are demonstrating equally good design features in terms of functionality and usability. Consequently; with all other factors being equal; what may allow an e-Commerce to stand out is its ability to engender favourable consumer experiences and affect (Li & Zhang; 2005). Moreover; due to the luxury they get in cyberspace; todayâ€™s e-Commerce websites users have become sophisticated and sceptical. They are now looking for emotional connectivity in everything they see. Norman (Norman; 2002) and Desmet (Desmet & Hekkert; 2002) have also supported that it has now become more and more important to include experiential and emotional quality in designs. Therefore; e-Commerce websites should induce desirable consumer experience and affect that influences its userâ€™s perception of the website. This is ultimately seen to enhance the success and outreach potential of their online business.
Keywords: Affective quality; e-Commerce; emotion; Kansei Engineering; online clothing; web design