Two-factor model for website design

by Irving A
Recent web-user interface studies have shown a need for theoretical approaches. A study conducted for the Journal of the American Society for Information Science and Technology presents a two-factor model that may guide website design and evaluation. According to the study, there are two types of website design factors: hygiene and motivator. The hygiene factors are the ones that make a website functional. Without hygiene factors the user shows dissatisfaction, or dissatisfiers. On the other hand, motivator factors are those who add value to the website, thus contributing to user satisfaction, or satisfiers. The study was conducted in two parts, but overall the results concluded that the two-factor model provides means for web-user interface studies. Additionally, “subjects in the study identified that as time passes and familiarity increases with certain design factors, their identification of what are hygiene and motivator factors might change” (Zhang, 2000). This promotes additional examination of the website design, which allows for future expansion and improvement of the model.

Website ultimately is the process of creating a website that may be uploaded onto the World Wide Web. Website design includes images, texts, videos and other interactive components that may also be uploaded onto the net. Website designers use all of these elements to produce what we see on the web browser as web surfers. The process of website design includes various steps: conceptualizing stage, planning, producing, post-productions, research and advertising. Although the site may be divided into sub sections, or pages, the site is browsed through hyperlinks.

A website designer’s goal is to impact the navigator. Whether it be a website for retail goods, services or simply informative, website designers want feedback to make further improvements upon user evaluation. Website designs are not final; they may undergo changes and upgrades even after they are uploaded onto the web. Studies, such as the one done by the Journal of the American Society for Information Science and Technology allow for these changes and improvements based on hygiene and motivator factor user evaluations.


Zhang, P. (2000, October 6). Satisfiers and dissatisfiers: A two-factor model for website design and evaluation. Retrieved from<::AID-ASI1039>3.0.CO;2-O/abstract

3 thoughts on “Two-factor model for website design”

  1. Was there any mention or examples given for motivator factors. You just mentioned that they (motivator factors) give value, is this value a likely hood to return value, or just a way to gauge the popularity of your website. Same thing with hygiene, I mean you write about it but you do not go much more in depth about it. Could you give me some examples of both? so I know what to look for the next time i browse a site.

  2. It seems like an interesting article. But I didn’t really understand the Hygiene nor the Motivator factors. I did understand that Motivators are user satisfying but I didn’t really understand what it is. Would appreciate it if you posted something about them or maybe I could just google them up! god bless google!

  3. I would have to agree with both of you. the article was not too clear on details. I think it is something we can all look up and if we find something elaborating we can post it here.

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