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Article
Publication date: 19 June 2019

Walid Chaouali, Imene Ben Yahia, Renaud Lunardo and Abdelfattah Triki

Applying the stimulus–organism–response model, the purpose of this paper is to analyse the influence of design aesthetics (stimulus) on adoption and recommendation…

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.

Details

International Journal of Bank Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 25 July 2019

Walid Chaouali, Renaud Lunardo, Imene Ben Yahia, Dianne Cyr and Abdelfattah Triki

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…

Abstract

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.

Details

International Journal of Bank Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 15 June 2021

Xueqing Wang, Yang Li, Zhao Cai and Hefu Liu

This study aims to investigate the impact of experience product portal page aesthetics on bounce rate.

Abstract

Purpose

This study aims to investigate the impact of experience product portal page aesthetics on bounce rate.

Design/methodology/approach

This research collected data from an online shop selling original design furniture on Taobao.com. It employed deep learning algorithm and manual coding to operationalize image and text aesthetics.

Findings

The empirical results indicate that text aesthetics has a U-shaped relationship with bounce rate, whereas the relationship between image aesthetics and bounce rate is insignificant. Moreover, the U-shaped relationship between text aesthetics and bounce rate is weakened by image aesthetics.

Originality/value

This study addresses an important but understudied topic – the bounce rate of experience products in the context of e-commerce. Although the high bounce rate has increasingly gained attention from practitioners, there remains a scarcity of research that addresses the effect of product portal page aesthetics in the specific context of experience products. The authors theorize product portal page aesthetics as the design elements of an e-commerce website and deeply analyzed the role of product portal page aesthetics by classifying it into text aesthetics and image aesthetics. The authors’ findings provide implications for online sellers and platforms to effectively design product profile pages to reduce the bounce rate.

Details

Industrial Management & Data Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 3 April 2018

Manuel Muehlbauer

Urban typogenetics investigates the use of machine intelligence for the evaluation of performance measures as a decision support system (DSS) with a focus on urban…

Abstract

Purpose

Urban typogenetics investigates the use of machine intelligence for the evaluation of performance measures as a decision support system (DSS) with a focus on urban aesthetics evaluation. This framework allows designers to address performance measures, urban measures and aesthetic criteria in an adaptive, interactive generative design approach. The purpose of this paper is to provide an understanding of the structure and the nature of the framework and the application of human-in-the-loop design systems to urban design.

Design/methodology/approach

Significant literature reviewed lead to the identification of an application potential in the decision-making process. This potential is situated around the use of AI for the evaluation of subjective performance criteria in a DSS. Recognising that the key decisions about urban aesthetics are based on the individual evaluation of the designer, an HITL approach for computational design software to support creative decisions is presented in this paper.

Findings

Urban typogenetics for interactive generative urban design allows the exploration of complex design spaces by using a human-in-the-loop design system in the context of urban aesthetics. Hybrid aesthetic evaluation allows the designer to analyse morphological features and urban aesthetics during exploratory search and reveal hidden aspects of the urban context by visualisation of the results of the aesthetic evaluation. Integrating performance measures and urban aesthetics in urban typogenetics addresses major criteria of urban design at the beginning of the creative process.

Originality/value

The use of a broad interactive approach to typogenetic design in an application to urban scenarios is a novel conceptual approach to the design of urban configurations. The suggested adaptive mechanism would allow the user of a typogenetic tool to subjectively evaluate solutions by sight and reason about aesthetic, social and cultural implication of the reviewed design solutions.

Details

Smart and Sustainable Built Environment, vol. 7 no. 1
Type: Research Article
ISSN: 2046-6099

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Article
Publication date: 8 October 2020

Masoud Ramezani Nia and Sajjad Shokouhyar

The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design

Abstract

Purpose

The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design and, if inspired, they would continue their operations on the website. This paper aims to evaluate the effects of visual aesthetic of the Web pages on users’ behavior in online shopping environment. In particular, the paper aims to evaluate the elements of visual aesthetic on the organism variables (i.e. “satisfaction,” “arousal,” “perceived on-line service quality” and “trust”) and measure them on the users’ response (i.e. purchase, comparison and re-visit).

Design/methodology/approach

Using the stimulus–organism–response (S-O-R) framework, the authors first assessed direct and indirect effects of visual aesthetics of e-commerce websites on customer responses. Then, the Visual Aesthetics of Websites Inventory (VisAWI) method was used to examine the effects of four dimensions (i.e. craftsmanship, simplicity, diversity and colorfulness) on users’ perceived website aesthetics. To do so, DigiKala.com, a famous Iranian e-commerce website was selected and the questionnaires were distributed among its users.

Findings

The study results revealed that the website aesthetics in the S-O-R evaluation had the greatest direct impact on “perceived quality of online services,” “trust,” “satisfaction” and “arousal,” respectively. These variables also indirectly affected “shopping,” “revisit” and “comparison to similar products on other websites.” Regarding the evaluations based on the VisAWI, the component “craftsmanship” played the most central role in expressing the website aesthetics, followed by the variables “simplicity,” “diversity” and “colorfulness,” respectively.

Originality/value

Although the considerable effect of Web aesthetics on customers’ purchase behavior has been identified in previous research, it has not been accurately measured. Furthermore, studies on Web aesthetics are mostly limited to information systems’ users and do not concern consumers. Therefore, considering the increasing growth in online shopping and the significance of Web aesthetics to online consumers, investigating how consumers respond to Web aesthetics is of vital importance.

Content available
Article
Publication date: 17 December 2020

Andreas Alexiou, Michaéla C. Schippers, Ilan Oshri and Spyros Angelopoulos

This study uses a critically acclaimed digital game as an instructional tool to explore the role of emotional design elements on psychological flow and perceived learning.

Abstract

Purpose

This study uses a critically acclaimed digital game as an instructional tool to explore the role of emotional design elements on psychological flow and perceived learning.

Design/methodology/approach

The authors employ transportation theory to generate a set of antecedents of psychological flow and the theory of flow to connect the gaming experience to positive learning outcomes. The authors investigate the subjective learning experience of players with the use of a psychometric survey, and the authors employ structural equation modelling (SEM) to unearth the direct as well as the indirect effects amongst narrative, aesthetics, flow and learning outcomes.

Findings

The findings of this study demonstrate that narrative and aesthetics in serious games positively influence the perceived learning by facilitating a state of psychological flow.

Research limitations/implications

This study contributes to better understanding and theorizing the role of narrative and aesthetics on learning outcomes in the context of serious games.

Practical implications

The findings of this study bear valuable implications for the design of serious games as they highlight the importance of elements often disregarded as not directly related to the learning process and are typically absent from the design of serious games.

Originality/value

Prior studies have identified aesthetics and narratives as design elements that contribute to the perceived enjoyment of a game; this study empirically investigates the role of narratives and aesthetics in enhancing perceived learning through psychological flow.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Content available
Article
Publication date: 13 July 2021

Henrietta Jylhä and Juho Hamari

Customization by segmenting within human–computer interaction is an emerging phenomenon. Appealing graphical elements that cater to user needs are considered progressively…

Abstract

Purpose

Customization by segmenting within human–computer interaction is an emerging phenomenon. Appealing graphical elements that cater to user needs are considered progressively important, as the way a graphic is visually represented can greatly contribute to the interaction. However, aesthetic perceptions are subjective and may differ by target group. Understanding variations in user perceptions may aid in design processes; therefore, we set out to investigate the effects of demographic differences relating to perceptions of graphical user interface (GUI) element (i.e. game app icon) aesthetics.

Design/methodology/approach

The authors employed a vignette experiment with random participant (n = 513) assignment to evaluate 4 icons from a total of 68 pre-selected mobile game icons using semantic differential scales. This resulted in a total of 2052 individual icon evaluations. Regression analyses were performed with the effects of age, gender and time using graphical user interfaces (i.e. app stores) and the interactions of these variables relating to perceptions of GUI element aesthetics.

Findings

The results indicate that, overall, demographic factors have relatively little effect on how icons are perceived. Significant relations suggest that experienced users, younger audiences and women are more critical in their perception of aesthetic excellence, and that perceptions change for younger women. The implications of the findings are discussed via adaptive decision-making theory.

Originality/value

In the context of graphical user interface element aesthetics, demographic differences have received minimal attention as moderating variables regardless of their relevance in design and development. Hence, it merits further research.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 2 May 2017

Samrand Toufani, John Philip Stanton and Tendai Chikweche

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the…

Abstract

Purpose

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived value drawn from perceptions of the product’s aesthetics, or whether there is a direct relationship from aesthetics to purchase intention.

Design/methodology/approach

Mixed methods consisting of two focus groups, a pilot and large online surveys were used for instrument confirmation and data collection. Data were analysed and hypotheses were tested using partial least squares structural equation modelling techniques.

Findings

Aesthetics’ primary effect on purchase intention is not direct, but rather indirect through perceived social and to a lesser extent, perceived emotional value while the importance of aesthetics on perceived functional value is far less. There was also support for a formative approach in the construction of an aesthetics scale with the identification of four different latent factors of aesthetics.

Research limitations/implications

This study is product specific but should be extendable to the product category. The possibility of other variables affecting the aesthetic appreciation of a product also needs consideration.

Practical implications

The study provides managers with insights on how aesthetics can be used to strengthen purchase intention in terms of both product development and promotional strategies. Aesthetics’ appeal to social and emotional perceived values, rather than functional value, provides guidance on how to use aesthetics in promotional campaigns.

Originality/value

Despite the richness of the literature on aesthetics, only a limited number of studies have researched the factors influencing aesthetic appreciation of a product and the effect on purchase intention. This research expands knowledge in the area thereby providing new insights on the influence of aesthetics on marketing.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 April 2011

Manuel J. Sánchez‐Franco and Félix A. Martín‐Velicia

This study aims to investigate how ego‐involvement and the design of online services may be associated with affective commitment, making the distinction between hedonic…

Abstract

Purpose

This study aims to investigate how ego‐involvement and the design of online services may be associated with affective commitment, making the distinction between hedonic and utilitarian services.

Design/methodology/approach

This research uses partial least squares to estimate the parameters of the research model.

Findings

This research reaches four conclusions. First, that visual aesthetics and usability have a significant effect on the desire to continue using online services. Second, that ego‐involvement becomes an important quasi‐moderator when engaging in web‐based relationships. Third, that perceptions of aesthetics (and usability) more significantly influence highly‐involved users' commitment to hedonic (utilitarian) online services than their commitment to instrumental (hedonic) services. Fourth, the influences of aesthetics on usability reflect the benefits that web information systems (WIS) offer.

Research limitations/implications

The model does not include all the relevant variables. Additional studies are required to validate these results.

Practical implications

This study serves to enhance the aesthetics‐usability‐commitment framework to assess the long‐term viability of online services, and to appraise its validity via utilitarian and hedonic services. Designers could customise the WIS by taking into account ego‐involvement and the site's intended purpose.

Originality/value

A review of the relationships between commitment, involvement and web atmosphere concerning hedonic and utilitarian online services reveals that there are still very few studies that analyse their quasi‐moderating effects. This research will help to fill this gap, by analysing the examples of electronic banking services and virtual travel communities to represent the utilitarian and hedonic benefits respectively.

Details

Online Information Review, vol. 35 no. 2
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 11 April 2018

Patricio Esteban Ramírez-Correa, Francisco Javier Rondán-Cataluña and Jorge Arenas-Gaitán

The purpose of this study is to explore the role of visual aesthetics as a key in generating satisfaction in student information system (SIS) users and to discover…

Abstract

Purpose

The purpose of this study is to explore the role of visual aesthetics as a key in generating satisfaction in student information system (SIS) users and to discover relationships to other antecedents. This work has also studied how gender discriminates those relationships.

Design/methodology/approach

DeLone and McLean’s model of information systems success, visual aesthetic and gender socialisation theory are used as a theoretical framework for the study. An explanatory model was proposed based on the previous literature, and then this model was validated using a sample of undergraduate students. Partial Least Squares was chosen as the approach to conduct the statistical analysis.

Findings

First, the findings show that the variance explained by the proposed model in user satisfaction of SIS is 67 per cent. Second, visual aesthetics has a significant direct effect on user satisfaction of SIS, but the indirect effect is much higher, through its relationship to system quality and information quality. Third, the results indicate that there are significant differences between men and women in the direct relationship between visual aesthetics and user satisfaction of SIS, and this relationship being much more intense in the case of women.

Originality/value

The study highlights the role of visual aesthetics as a variable that explains user satisfaction in information systems; this fact emphasises on the importance of taking into account aesthetics when designing information systems. In addition, the findings support the existence of a novel relationship between visual aesthetics and information quality. Finally, new evidence on gender differences concerning user satisfaction in information systems is presented; this result indicates in the opposite direction to recent studies that imply a certain homogenisation of gender in relation to the perceptions associated with the technologies of the information.

Details

Kybernetes, vol. 47 no. 8
Type: Research Article
ISSN: 0368-492X

Keywords

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