Development and Validation of a Positive-Item Version of the Visual Aesthetics of Websites Inventory: The VisAWI-Pos

Abstract

Despite its importance, few validated scales exist to measure aesthetics in HCI. One notable exception, the Visual Aesthetics of Websites Inventory (VisAWI), has never been validated in English. Furthermore, the VisAWI contains negatively formulated items, which adversely impact the psychometric quality of survey scales. Consequently, this paper’s aim was the development of a positive-item version of the VisAWI, the VisAWI-pos, as a viable alternative to the original scale. Positive alternatives for the negative items of the VisAWI scale were developed and evaluated in a first study (N = 41). Afterward, a pre-registered second study (N = 966) was conducted to validate the VisAWI-pos. In addition, the VisAWI’s English version was formally validated for the first time. Results showed that the English VisAWI has comparable psychometric qualities to validated versions in other languages. Furthermore, the VisAWI-pos provided matching results to the original VisAWI while exhibiting equal or improved psychometric quality.