Document Type



With the advent of the era of mobile commerce, user browse mobile website on mobile devices is in the majority. The current literature focused on the web aesthetics. However, there is no related visual aesthetics scale for mobile website. Our purpose in this study was to verify the essential characteristics of aesthetics by conceptualizing, constructing, refining, and testing a multiple-item scale, VisMWA, designed to measure aesthetics in the mobile environment. The results showed that five factors and 26 key indicators of VisMWA. The VisMWA scale developed by present study will be able to provide enterprise the standard when they are designing mobile website; and makes it become high-aesthetics mobile website to increase the visitors.