Visual aesthetics might response credibility of website as a part of the first impression of interfaces. Moreover, the website that used by investors on the stock exchange market played a major role for the presentation of price flow, stock notification, and transaction information. In case of Indonesian stock exchange (IDX), this study applied visual aesthetics in order to influence website credibility. At the same time, semantic differential as bipolar differences was adapted for 30 indicators of visual aesthetics and three indicators of website credibility. As the result of time-equivalent design sample, this experiment showed that visual aesthetics did not give a significant effect toward website credibility. Consequently, this study discussed the reason why visual aesthetics had not contribute to website credibility. Other significant variables that have already affect both visual aesthetics and credibility of website.
- Bipolar Emotional Response Testing
- Time-Equivalent Design
- Visual Aesthetics