This paper discusses results of the study of engineering emotional values in web design through the methodology of Kansei Engineering. An evaluation of visitors kansei towards clothing e-Commerce websites enable the measurement of visitors emotional impression to website design. Hierarchical clustering mechanism was used to analyzed the structure of kansei using the average value from the evaluation results. The mechanism of clustering enables the formation of tree structure plot, which helps to identify cluster of kansei and websites. Association of kansei to websites were revealed and illustration of each cluster were presented. The result is suggested to be used in the decision making process in designing Kansei e-Commerce website.
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