Reconsidering the “what is beautiful is good” effect: When and how design aesthetics affect intentions towards mobile banking applications

Abstract

Purpose

Applying the stimulus–organism–response model, the purpose of this paper is to analyse the influence of design aesthetics (stimulus) on adoption and recommendation intentions (response) of mobile banking applications through the mediating role of perceived usefulness and trust (organism). Importantly, this research further examines the moderating effect of persuasion knowledge, which attenuates the effects of design aesthetics on perceived usefulness and trust.

Design/methodology/approach

A survey is conducted with the help of panellist among a sample of 213 bank customers who are not yet users of mobile banking. Data are analysed using the PROCESS macro.

Findings

The results show that design aesthetics positively influence perceived usefulness and trust. These variables, in turn, positively affect adoption and recommendation intentions of mobile banking applications. Interestingly, the findings also demonstrate that persuasion knowledge moderates the effects of design aesthetics on perceived usefulness and trust, as well as their mediating effect.

Originality/value

Because the results demonstrate that persuasion knowledge weakens the effects of design aesthetics on perceived usefulness and trust, the originality of this research rests upon its reconsideration of the “what is beautiful is good” effect and the questioning of the supremacy of this effect. These results provide insights for academics to better explain and increase adoption and recommendation intentions. Moreover, the results can help banking practitioners to improve their policies and strategies pertaining to mobile banking applications.

Citation

Chaouali, W., Ben Yahia, I., Lunardo, R. and Triki, A. (2019), "Reconsidering the “what is beautiful is good” effect: When and how design aesthetics affect intentions towards mobile banking applications", International Journal of Bank Marketing, Vol. 37 No. 7, pp. 1525-1546. https://doi.org/10.1108/IJBM-12-2018-0337