TY  - JOUR
AB  - Purpose The purpose of this paper is to examine how customers derive value (functional, emotional, social and epistemic value) from the design aesthetics of mobile banking applications and then form intention to adopt mobile banking. Furthermore, this research investigates the moderating effect of happiness, which is predicted – and showed – to strengthen the effects of design aesthetics on value.Design/methodology/approach A survey using screenshots of mobile banking applications was administered to a sample of 281 bank customers. Data were analysed using SmartPLS.Findings The results show that design aesthetics have a positive effect on functional, emotional, social and epistemic value. In turn, these value dimensions positively affect intention to adopt mobile banking. The findings also demonstrate that happiness moderates the effects of design aesthetics on these value dimensions.Practical implications This work can be useful to designers of banking applications and other practitioners to improve their policies and strategies related to mobile applications.Originality/value This research represents an initial attempt to examine how customers derive functional, emotional, social and epistemic value from design aesthetics in mobile banking. In addition, this research demonstrates that happiness moderates – and more specifically strengthens – the effects of design aesthetics on customer value. The results provide a theoretical contribution to the importance of value in customer decision making, and in the current case, in the seldom-researched area of mobile banking.
VL  - 38
IS  - 1
SN  - 0265-2323
DO  - 10.1108/IJBM-03-2019-0100
UR  - https://doi.org/10.1108/IJBM-03-2019-0100
AU  - Chaouali Walid
AU  - Lunardo Renaud
AU  - Ben Yahia Imene
AU  - Cyr Dianne
AU  - Triki Abdelfattah
PY  - 2019
Y1  - 2019/01/01
TI  - Design aesthetics as drivers of value in mobile banking: does customer happiness matter?
T2  - International Journal of Bank Marketing
PB  - Emerald Publishing Limited
SP  - 219
EP  - 241
Y2  - 2024/04/19
ER  -