Design aesthetics as drivers of value in mobile banking: does customer happiness matter?

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.

Relationship of Consumer Happiness & Outcomes: The Mediating Role of Gratitude (A Case of Apparel Industry)

“…Moreover, due to lack of checks and balances because of the shortage of infrastructure both in terms of finances and expertise, there is the probability of error and it is difficult to rely heavily on a single outlet though the previous experience was up to the mark. This result is similar and consistent with a previous study on the restaurant industry conducted by Chaouali et al, (2019).…”

Mobile banking adoption: a systematic review

“…Mixed results were found with respect to the direct and moderating effects of age and gender. Indeed, some studies do not find any effects of age and gender (e.g., Chaouali and El Hedhli, 2019; Chaouali et al , 2019b; Makanyeza, 2017; Malaquias and Hwang, 2019; Oliveira et al , 2014), while others find significant ones (Glavee-Geo et al , 2017; Koksal, 2016; OwusuKwateng et al , 2019; Laforet and Li, 2005; Singh et al , 2017; Tam and Oliveira, 2016b).…”

Blue and red in financial documents: the influence on attentional mechanisms and behavior

“…Finally, bank marketing studies highlighted the relevance of color in web banking store design (Vrechopoulos and Atherinos, 2009;Loureiro and Sarmento, 2017;Chaouali et al, 2019Chaouali et al, , 2020. Color has been recognized as a fundamental feature of bank websites and in the design of mobile app since its ability to influence consumers' behavioral intentions, especially those of young customers identified as Generation Y (Chaouali et al, 2019(Chaouali et al, , 2020. Similarly to the virtual shopping landscape, financial consumers are struck, though also reassured by web pages of banks that have shine colors.…”