A Two-Factor Theory for Website Design

  • Authors:

  • Ping Zhang;Gisela M. von Dran;Ruth V. Small;Silvia Barcellos

  • Affiliations:

  • -;-;-;-

  • Venue:
  • HICSS '00 Proceedings of the 33rd Hawaii International Conference on System Sciences-Volume 6 - Volume 6
  • Year:
  • 2000

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Abstract

This study was designed to verify whether an analogy to Herzberg's hygiene-motivational theory about workplace could be used in the web environment. According to this analogy, the presence of hygiene factors would provide the basic functionality of a website, while their absence would create user dissatisfaction. Motivating factors are those that contribute to user satisfaction. They add additional value and may entice users to keep returning to a website. In Phase I, we identified 44 core features in the web environment that were classified into 12 categories by subjects. In Phase II, a different group of subjects in a pilot study were asked to distinguish between the hygiene and motivational characteristics of these features and categories. The preliminary results show that 4 categories and 14 features were judged to be primarily motivational, while 3 categories and 13 features were perceived to be primarily hygiene in nature. The remaining 5 categories and 17 features were perceived to be both.