Visualizing Cyber Personality

Su E. Park, Dongsung Choi, Jinwoo Kim

Research output: Contribution to conferencePaperpeer-review


E-brand personality is the brand personality of online products and services represented by websites. Amidst the competitive conditions of online markets, e-brand personality has been considered important for securing salient brand identity. However, despite the importance of e-brand personality, few studies have suggested how to establish it through the visual design of web sites. The main goal of this study is to examine and verify the relationship between e-brand personalities and the visual attributes in web pages. We have conducted three consecutive studies. First, we identified four major dimensions of e-brand personality on websites. Second, we explored and identified the relationships between e-brand personalities and visual-composition attributes. Third, we conducted a confirmatory study to verify the causal relationships between values identified in the second study. Thus, it was concluded that 'simplicity' and 'cohesion' affected 'bold' personality. 'Contrast,' 'density,' and 'regularity' influenced the 'analytical' personality. 'Contrast,' 'cohesion,' 'density' and 'regularity' affected the 'friendly' personality dimension. But no visual attribute significantly affected the ‘sophisticated’ personality dimension. Implications and limitations of the study are discussed at the end of this paper.

Original languageEnglish
Number of pages13
Publication statusPublished - 2004
Event10th Americas Conference on Information Systems, AMCIS 2004 - New York, United States
Duration: 2004 Aug 62004 Aug 8


Conference10th Americas Conference on Information Systems, AMCIS 2004
Country/TerritoryUnited States
CityNew York

Bibliographical note

Funding Information:

Publisher Copyright:
© 2004, Association for Information Systems. All rights reserved.

All Science Journal Classification (ASJC) codes

  • Library and Information Sciences
  • Information Systems
  • Computer Science Applications
  • Computer Networks and Communications


Dive into the research topics of 'Visualizing Cyber Personality'. Together they form a unique fingerprint.

Cite this