Proliferating Web‐user interface studies prompt a need for theoretical approaches. This study presents a two‐factor model that can guide Website design and evaluation. According to the model, there are two types of Website design factors: hygiene and motivator. Hygiene factors are those whose presence make a Website functional and serviceable, and whose absence causes user dissatisfaction (thus dissatisfiers). Motivator factors, on the other hand, are those that add value to the Website by contributing to user satisfaction (thus satisfiers). An empirical study is conducted in two phases. In Phase I, 44 core features and 12 categories of features were identified by a total of 76 subjects as Web design factors. In Phase II, 79 different subjects distinguished hygiene and motivator factors in the context of a particular Website (http://www.CNN.com). The results showed that the two‐factor model provides a means for Web‐user interface studies. In addition, Subjects in Phase II commented that, as time passes or familiarity increases with certain design factors, their identification of what are hygiene and motivator factors might change, promoting further investigation and possible expansion of the model. Suggestions for Website designs and evaluation, and further research directions are provided.

This study uses an inductive thematic analysis approach to examine user perceptions on the importance of Web site design features in six different Web site domains: Financial, e-Commerce, Entertainment, Education, Government, and Medical. The ¤ve most important features, as well as the ¤ve most important families of features, were identi¤ed for each of the domains. The results indicate that (1) there are certain features that are perceived as equally important among different domains; (2) there are other features that are regarded as extremely important for one domain and extremely unimportant for another. The study provides empirical evidences for Web site designers and evaluators about what features are more important to focus on when dealing with Web site domains.

With the fast development and increasing use of the World

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