One of the profound consequences of the web-based environment is its influence on how transaction has changed. Web-based transaction has emerged from marketplace to marketspace and this emerging marketspace shows a couple of important characteristics; interaction, rich information.
Web based transaction enables customer and customer, customer and cooperation to interact each other transcending limits of time and space. Additionally, through this interaction, information passes in both directions, and by that information we can pull customers to visit website.
Therefore, major objectives of this study is to establish the guidelines of designing website based on interaction between customer and web design elements.
As the first step, customers have been classified by the tendency of using web; identified customer, initial customer, and core customer. Web design elements have been studied and classified also into two major categories; sensory elements and empirical elements. Then, series of field studies including in-depth interviews and diary writing have been preformed by common web users to identify the interactive relationship between customers and website and to extract major factors of web design.
The major functions of the website go by classified customer groups have been found and the guideline of designing website has been achieved depends on the web design elements which perform that functions.
Major findings of this study can be summarized as follows : First, the structure of website and media affect heavily on providing motive of visiting website : Second, if interaction between customer and website has been in progress, establishing exclusive website image by aesthetic elements is important. ; Third, when the relationship with customers became steady and stable, individual feedback and customized customer managing must be provided. Moreover, brand image, promptness, amenities of using website and aesthetic satisfaction is required over all customer groups.
Web design is not just a visual ornamenting, but leading customers to exact information and providing experience through perfect understanding of structure and function of website.
