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Design Aesthetics Leading to M-Loyalty
in Mobile Commerce
Dianne Cyr
Management Information Systems
Simon Fraser University
Milena Head
Information Systems
McMaster University
Alex Ivanov
School of Interactive Arts and Technology
Simon Fraser University
Cyr, D., Head, M., Ivanov, A. (2006). “Design Aesthetics Leading to m-Loyalty in
Mobile Commerce”, Information & Management, 43(8), 950-963.
Abstract
Researchers have previously examined the Technology Acceptance Model [TAM] in many
contexts, including the Internet. More recently TAM has been enhanced to include a hedonic
component of enjoyment but the effect has rarely been investigated in a mobile commerce
context. In addition, specific antecedents of TAM related to design aesthetics have not been
examined within the mobile domain. Our research filled these gaps, and discovered that
visual design aesthetics did significantly impact perceived usefulness, ease of use, and
enjoyment, all of which ultimately influenced users’ loyalty intentions towards a mobile
service.
Keywords: visual design, aesthetics, mobile commerce, technology acceptance model,
enjoyment, m-loyalty
Section type: Research
Original submittal 15 April 2005; Request for Revisions 5 August 2006; Revision submitted
25 August 2006; Acceptance 31 August 2006
Design Aesthetics Leading to M-Loyalty
in Mobile Commerce
1. Introduction *
Mobile commerce (m-commerce) has the potential of serving customers in wireless
environments for both business and pleasure. Technical advances have provided users with
powerful and affordable computing and communications devices such as PDAs (Personal
Data Assistants) and cellular phones. This ‘mobile’ Internet is growing at an astonishing
rate, and is expected to surpass the desktop-based Internet in a few years [48, 55]. In 2003
the worldwide ring-tone market alone was worth $3.5 billion, up 40% from 2002 and this
represents about 10% of the global music market [100]. The mobile terminal will become
‘the access point’ for all sorts of ‘anytime, anywhere’ services [1, 30, 63].
The adoption of m-commerce is dependent on consumer acceptance of new and well-
designed technologies [8]. To gain an understanding of the mobile consumer, recent research
examined a variety of topics, including value creation through service offerings to the
consumer [4], impact of mobile commerce on business operations [51], contexts for mobile
use, and extended business applications for mobility [73, 80]. However, only a few studies
have examined factors that influence actual adoption of mobile commerce [70, 96] or
hedonic components, such as fun or entertainment that induce consumers to use a mobile
device. Of particular relevance to this investigation, Bruner and Kumar applied TAM to
consumer adoption of handheld Internet devices and found that, as proposed by Davis [24], a
user’s perceived ease of use (PEOU) is a key determinant of its perceived usefulness (PU),
which in turn influences behavioral intention and actual use. However, they inserted an
______________________________
* This research is part of a project titled “Managing E-Loyalty through Experience Design”
generously funded by a Social Sciences and Humanities Research Council of Canada grant under the
special category Initiative on the New Economy.
2
additional component of “fun” to their model, and made comparisons between a PC and
mobile device related to both ease of use and fun. Results indicated both perceived
usefulness and especially fun associated with the device contributed to consumer adoption.
In another vein, user interface design and aesthetics of the website were found to be
important for users’ acceptance of technology [29, 86]. Tractinsky played a major role in the
consideration of aesthetics or beauty of the website interface [53, 88, 89] and found high
correlations between perceived aesthetics and perceived ease of use. Schultz [81] found that
graphical design elements, including color, photographs, font style and layout, affected the
perceived usefulness of a Web page. Finally, van der Heijden [90] linked perceived
attractiveness of a website to perceived usefulness, perceived ease of use, and perceived
enjoyment, all of which had implications on intended and actual use of the site.
2. Context for Mobility
Relatively little is know about the factors influencing mobile applications and
adoption. There are some exceptions. Yang validated TAM in a mobile commerce setting,
and explored potential impacts of various individual characteristics (such as age, gender,
innovativeness, and past adoption behavior) on perceived usefulness and ease of use. Wu
and Wang [94] considered perceived risks, cost, and compatibility within m-commerce and
found compatibility to be the most important determinant of intention to use the technology.
Pedersen [72] extended TAM with subjective norms and behavioral control into a
decomposed theory of planned behavior for early adopters of mobile commerce services.
Others investigated mobile adoption for a specific application. For example, Kleijnen et al.
[49] examined adoption of mobile gaming, Pagani [71] explored mobile multimedia services
(photo messaging, mobile e-mail, video messaging, and postcard messaging), and Luarn and
Lin [61] investigated behavioral intention to use mobile banking.
3
Over time, increased attention focused on how to display information effectively on
small screens. Duchnicky and Kolers [28] studied the effects of different screen sizes,
including the ability to read on different window heights and line widths. Their study, along
with others [26, 74, 83], demonstrated that comprehension rates on a smaller screen were
generally as good as those on larger screens. While stationary workstation screens differed
by ratios of six to one at most, mobile screens differed by a ratio of 24 to one [79]. Between
1992 and 2002 Nokia phone volume and weight shrunk by a factor of five [58]. At the same
time, mobile phone display size increased from two lines displaying eight characters each to
a matrix display of 128 by 128 pixels. In 2004, the Nokia 6600 mobile phone had a laptop
equivalent display. Methods to convert Web-based graphic file formats into wireless
protocols have been developed [43, 75], although effective design applications are far from
simple adaptations of large screen technology to its smaller counterpart [7, 41, 44].
Expanded graphical displays have enabled a fuller examination of the aesthetics of a
mobile interface. Sarker et al. [78] examined interface characteristics and network
capabilities that affect the implementation and acceptance of wireless phones. They found
that users were “quite forgiving of physical limitations of the device due to technological
constraints, they were bothered by flaws in the interface of the devices”. According to
Kiljander and Jarnstrom [47] user interface style is a combination of the user interaction
conventions, audio-visual-tactile appearance, and user interface hardware.
3. Design Aesthetics and Mobility
Interface design is increasingly important as companies and entertainment websites
compete for rapidly increasing customers [91]. The sensory experience of the website can
also determine whether a user stays and shops [42, 77]. Visual design refers to the balance,
emotional appeal, or aesthetic of a website [34] and it may be expressed through colors,
4
shapes, font type, music or animation. Some research in this area has shown a relationship
between “aesthetic beauty” and e-trust [45].
The original TAM has been widely used to explain technology adoption. Legris et al.
[56] provided a comprehensive review of its use. They listed 39 factors affecting system
satisfaction, however visual design was not included.
We predicted that usefulness and enjoyment of the device would result in mobile
loyalty. Figure 1 shows the model we tested.
[Place Figure 1 about here]
Although not tested using a mobile device, Schultz examined the effect of graphical
design elements on perceived usefulness of a library website page. Participants were
presented with a simple page layout, and an enhanced version, including an image header,
decorative font, colors, and graphical buttons. Results indicated that the enhanced design
positively affected users’ impression of the site, including perceived usefulness. Zhang and
Li [98] found the “perceived affective quality” of a system had a significant positive impact
on both perceived usefulness and perceived ease of use. Tractinsky noted: “Based on the
design characteristics of interactive systems, users perceive and evaluate various attributes of
the system (e.g., ease of use, usefulness), including its aesthetics.” Related to this, Kurosu
and Kashimua [52] and Tractinsky manipulated the layout of objects on an ATM machine
and found this affected customer evaluation of the machine’s “beauty” which influenced
other system attributes such as ease of use.
In a study that specifically examined user interface design and usability for a
wireless device in m-commerce, many principles of interface design were found to be
transferable to mobile devices. Issues included content, user interaction with the device,
reading text on small screens, rapid serial visual presentation, and browser types but
aesthetic elements of the site mentioned (with reference to color and size of tables) were only
mentioned in one paragraph. Despite this, the author concluded that “aesthetics, along with
5
usability, may also be part of designing an overall enjoyable user experience with mobile
devices,” Likewise, Chan et al. [11] address usability and mobility, but omitted any
examination of the aesthetics of design. Instead they were more concerned with differences
across mobile device platforms.
Van der Heijden presented a model for the Internet in close alignment with that
proposed by us. Using a TAM framework he introduced a new construct of “perceived
attractiveness.” Drawn from the psychology literature [27], this was defined as “the degree to
which a person believes that the website is aesthetically pleasing to the eye.” Van der
Heijden found empirical support that perceived attractiveness of the website did influence
usefulness, enjoyment, and ease of use. Further, perceived ease of use impacted perceived
usefulness and perceived enjoyment. Three items captured users’ impressions of website
attractiveness and referred specifically to overall site attractiveness, and of the site layout or
colors.
In our investigation we drew on research on visual aesthetics in a variety of
situations, and applied this work in the specific context of a mobile device. We expected that
perceived visual aesthetics of the mobile interface would impact user perceptions of
usefulness and ease of use of the device. Therefore the following hypotheses were tested:
H1: Design aesthetics of a mobile site will positively influence perceived usefulness.
H2: Design aesthetics of a mobile site will positively influence perceived ease of
use.
4. Augmented TAM
Recently, TAM was applied in a consumer context with the addition of a “hedonic”
factor that relates to user pleasure when using it [14, 23]. In work involving the Internet this
hedonic component has been described as “fun”, “playfulness” [17, 67, 93] or “enjoyment”.
6
Online retail shopping has been suggested to have both utilitarian and hedonic dimensions
and that vendors can create aesthetically rich shopping environments that consumers enjoy.
Moon and Kim conducted an experiment on the Internet and suggest there is a
positive relationship between PEOU and perceived playfulness, and between perceived
playfulness and attitude or intention toward use of the World Wide Web. They say: “when
individuals are in the playfulness state, they will find the interaction intrinsically interesting:
they are involved in the activity for pleasure and enjoyment rather than for extrinsic
rewards”. However, it should be pointed out that they had no specific and defining
antecedent variable to enjoyment. Childers et al. examined characteristics of the interactive
shopping environment, such as navigation and convenience, that were expected to result in
an enjoyable shopping experience as well as perceived usefulness and ease of use. These
relationships were supported but aesthetics of the website were not considered.
Various antecedents of playfulness have been identified, including website
characteristics. Seven such characteristics were: content, speed, ease of use; experimentation;
variety; navigation; feedback; focused attention; and control. All characteristics were found
to influence perceptions regarding playfulness of the site.
Zhu et al. [99] included antecedent variables of trust and enjoyment along with
perceived ease of use and perceived usefulness as precursors to intention to use a mobile
device in their untested conceptual model.
Finally, an investigation by Bruner and Kumar served as an important catalyst to our
study. In their work, they tested different perceptions for fun by users on a desktop PC, a
wireless phone simulation, and a PDA. Results demonstrated that the desktop and PDA were
equally easy to use, but the PDA was perceived as more fun. Contrary to expectations, the
wireless phone simulation was perceived as less fun than the desktop. Strong effects were
found for ease of use related to both usefulness and fun of the device, however specific
characteristics of the device responsible for influencing EOU and fun were not articulated. ”
7
In our investigation, we used a real mobile phone to examine specific elements of
visual aesthetics as antecedents to perceived usefulness, perceived ease of use, and perceived
enjoyment. This resulted in further hypotheses:
H3: Design aesthetics of a mobile site will positively influence perceived enjoyment.
H4: Perceived ease of use of a mobile site will positively influence perceived
usefulness.
H5: Perceived ease of use of a mobile site will positively influence perceived
enjoyment.
5. M-loyalty
While early electronic commerce research indicated that website design elements
could influence online satisfaction and sales [60], most research ignored the importance of
website design factors and how they can influence customer satisfaction and the likelihood
that customers will revisit a website resulting in customer loyalty [66]. Online loyalty or e-
loyalty has been defined as a consumer’s intention to buy from a website or to visit it again
[21, 31, 97]. Studies on the Internet suggest that if users are satisfied with the design of a
website, they are more likely to exhibit e-loyal behavior [5, 25]. Website content can have
an influential effect on contributing to repeat site visits [54].
Gommans et al. [38] discussed an untested conceptual framework for e-loyalty in
which five elements were suggested as contributing to online consumer intentions to revisit
the website or purchase again from an online vendor. One element proposed was website
design, including ease of navigation, personalized features, designing for targeted customers
segments, language options, and effective search functions. Yoon tested a model in which
website properties and navigation functionality were expected to result in website trust and
website satisfaction. The properties included width of product selections, accuracy of online
8
information and firm’s reputation, while navigation functionality involved overall
operational efficiency, usefulness of help functions, and speed of online navigation. Yoon
further suggested that trust results from confidence in the website and the buyer-seller
exchange, while satisfaction relates to factors that induced users to return to the site. Website
trust was found to be significantly related to properties of the website, while satisfaction was
significantly related to navigation functionality, and both trust and satisfaction positively
influenced e-loyalty.
In alignment with the definition of loyalty for an Internet site, mobile loyalty, or m-
loyalty also depends on user willingness to revisit a site [10, 57]. Lin and Wang examined
the determinants of customer loyalty in mobile contexts and found m-loyalty to be
influenced by perceived value, habit, trust, and satisfaction. Chae et al. found that
information quality was a key element of the mobile Internet and that it enhanced customer
loyalty for mobile services.
Bruner and Kumar found that user attitudes significantly influenced their intention to
use a device or service. In a mobile context perceived usefulness, perceived playfulness, and
perceived ease of use correlated positively with user intentions, although they did not
specifically measure loyalty. Similarly, Lee et al. observed that perceived usefulness and
ease of use explained a significant percentage of the variation in attitude toward using the
mobile Internet, which in turn influenced actual usage.
These findings suggested the final two hypotheses:
H6: Perceived usefulness of a mobile device will positively influence m-loyalty.
H7: Perceived enjoyment of a mobile device will positively influence m-loyalty.
No direct path between design aesthetics and loyalty was considered in our model.
Flavián et al. have recently suggested that usability elements do not follow a direct path to
consumer loyalty, but are mediated through other constructs that are antecedents to loyalty.
9
6. Research Methodology
6.1. Participants
Data collection took place in a large Canadian city in Western Canada. Participants
were solicited through a poster placed in a variety of public spaces and university bulletin
boards. To participate, individuals were required to have used a cell phone for at least one
year. Sixty participants who were either Chinese or Canadian in origin (30 in each category)
were selected. We originally expected differences between the two groups due to culture,
age, and gender, but t-tests for between group differences were not significant, so the groups
were combined to test our model. Demographics of the sample are given in Table 1.
[Place Table 1 about here]
6.2. Experimental Site and Device
Given our emphasis on aesthetics, an attractive site was required for our research, with no
interference from a slow or faulty connection. Most WAP sites in North America and
Europe are primarily text-based, however the Lonely Planet (www.lonelyplanet.com also
accessible from a mobile phone [wap.lonelyplanet.com]) offered visual treatment. Therefore
the City Guide version of this site was chosen for the experiment. A typical WAP site has a
black and white pure text format, but our study featured a colored background and text cells,
as well as photographs, maps and icons. Screenshots of all pages are shown in Appendix A.
A Nokia 6600 Internet enabled cell phone was used before it had been released to the
Canadian market. This phone seemed very suitable as a basis for the investigation as it has
one of the largest screens on the market and a superior color display (65,536 TFT) capable of
laptop quality images. A joystick also permitted easy navigation.
To prevent problems with downloading and browsing delays, website pages were
downloaded and saved on the cell phone. Based on feedback obtained from our pilot focus
group (of 6), participants were not aware of this and perceived the connection to be “real.”
10
6.3. Experimental Tasks
A pilot study was used to pre-test potential tasks and check the experimental
protocol, which included survey items and interview questions. Participants were initially
asked to perform three information retrieval tasks: finding movie listings at a local theatre,
choosing a restaurant in a different city, and booking a hotel in a different city. The
restaurant task was found to be most suitable; it was preferred by the pilot subjects and
afforded excellent visual design opportunities. For this task, photos of the interior of the
restaurant and the map showing its location were included.
For the full study, each participant performed the experiment under the supervision
of an investigator. The session began with a brief introduction and completion of the
background data sheet, followed by familiarization with the Nokia 6600 device, including a
written summary of key functions (shown in Appendix B). Once it was determined that
participants were comfortable with the device they were read the following:
“Imagine that you have just arrived in San Francisco to meet up with an old
friend. Your friend has suggested that you select a restaurant on your cell phone,
and call her back with the address. Use the bookmarked CityGuide site to
accomplish this task. Spend as much time as you need browsing through the
featured listings for San Francisco. There is no need to actually write down any
information or make any calls. Just let me know what your selection is when
you’re finished.”
The device was then handed to the participant with the browser opened at the
introductory page of the site. The site listing featured four restaurants, and most participants
took between five to fifteen minutes to complete the task. He or she was then asked to
complete a survey, followed by open-ended interview questions; these were tape-recorded.
The interview questions were intended to solicit additional information about the
participant’s experience with the experimental task and interface; they probed how
11
participants liked the site, what they would change, and whether or not they found the device
useful. Finally, participants were debriefed and received a $20 honorarium.
6.4. Content and Construct Validity
Content validity considers how representative and comprehensive the items are in
providing the results. Validity is assessed by examining the process by which the construct
items were generated [84]. Constructs should draw representative questions (items) from a
universal pool [20, 46]. In our research, survey items were adapted from previously
validated work on design aesthetics [22], PEOU [50], PU [62], Perceived Enjoyment [9], and
Loyalty . All items were constructed as agree-disagree statements on a seven-point Likert
scale. The complete survey is given in Appendix C.
Construct validity assesses the extent to which a construct measures the variable of
interest. Results of the varimax rotation on the 19 survey items is given in Table 2. All
loadings are greater than 0.5, as recommended by Hair et al. [39] (convergent validity).
There are no high cross-loadings of items in one construct with items in other constructs
(discriminant validity). To further verify discriminant validity, Fornell and Larcker [33]
suggested that correlations between items in any two constructs should be lower than the
square root of the average variance shared within a construct. As shown in Table 3, this
criterion is met.
Internal consistency (construct reliability) of the five factors was examined using
Chronbach’s α-value. As shown, α-values ranged from 0.83 (for m-loyalty) to 0.94 (for
enjoyment), which is well past the threshold recommended by Rivard and Huff [76] and
Nunnally [69]. Therefore, our instrument encompassed satisfactory content, convergent
validity, and discriminant validity.
[Place Table 2 about here]
[Place Table 3 about here]
12
7. Results
A structural equation modeling (SEM) approach was used, as it possesses many
advantages over traditional methods. For example, it can simultaneously test the structural
and measurement model, does not involve assumptions of homogeneity in variances and
covariance of the dependent variables across groups, and allows for more complete modeling
of theoretical relations [37].
Path analyses were performed to test the hypotheses using the variance-based Partial
Least Square (PLS) method as used in recent IS studies [2, 36, 95, 68]. PLS was chosen over
co-variance based methods, as it has fewer demands on residual distributions and sample size
[13]. Additionally, it is appropriate for testing theories in early stages of development [32],
as it supports both exploratory and confirmatory research.
With regards to sample size, Chin and Gefen et al. recommend that the minimum
sample size for a PLS analysis should be the larger of (a) ten times the number of items for
the most complex construct; or (b) ten times the largest number of independent variables
impacting a dependent variable. The proposed model had five items in its most complex
construct (enjoyment), and at most two independent variables impacting a dependent
variable. Therefore, our sample size of sixty exceeded the recommended threshold of fifty.
Figure 2 shows the results of the analysis. PLS does not generate overall goodness-
of-fit indices. Therefore, model validity was primarily assessed by examining the structural
paths and R2 values [18]. As recommended by Chin, bootstrapping (with 500 sub-samples)
was performed to test the statistical significance of each path coefficient using t-tests. All
path coefficients were significant. The findings supported all hypotheses at a minimum
p<0.05 level, as summarized in Table 4.
[Place Figure 2 about here]
Approximately 46% of the variance for m-loyalty towards mobile services is
accounted for by the variables in the model (R2=0.46). Note that the R2 value of PEOU is
13
relatively small (0.053). This, however, does not represent a threat to the model’s validity.
In general, low R2 values are common in behavioral science research (for example, see [12]).
In addition, PEOU is influenced by a single construct in our model (design aesthetics). As
such, it would possess a low R2 value when compared to multi-relationship models.
[Place Table 4 about here]
8. Discussion and Interpretation
Emerging research has begun to explore adoption issues for mobile services however
this work is still preliminary. In particular, there is a lack of understanding of how design
elements can influence the experience of the mobile user, and ultimately his or her loyalty
towards using the service.
Our study sought to investigate gaps in the literature, and to apply established TAM
constructs of perceived ease of use and perceived usefulness to the mobile services domain.
Our findings supported previous results for non-mobile and mobile settings, in that perceived
ease of using a mobile service significantly impacted perceived usefulness, which in turn
significantly impacted adoption.
In recent technology adoption studies, dependent variables have been attitude [87],
acceptance [82], preference, satisfaction [64, 65], intention [3, 35, 59], and actual use [15].
However, in their meta-analysis of online consumer behavior, Cheung et al. [16] stated:
“compared to intention and adoption, continuance is an under-researched area.” In
particular, Flavián et al. stressed that loyalty (an indicator of continuance) is an important
construct to consider for online studies. Our study is one of a first to consider loyalty within
the mobile services domain. Our results show that both perceived usefulness and enjoyment
significantly influenced m-loyalty.
Additionally, a hedonic component (enjoyment) was incorporated into the model; it
has been suggested as being an important determinant of the adoption of mobile services.
14
Our results showed a larger path coefficient from enjoyment to m-loyalty than from
usefulness to m-loyalty. To investigate further, effect sizes were calculated using the
procedure outlined by Chin. The effect size of perceived usefulness and enjoyment on m-
loyalty were f2=0.17 and f2=0.25, respectively. Cohen [19] provided the following criteria
for interpreting effect size: (i) for small effect size, 0.02<f2≤0.15; (ii) for medium effect size,
0.15<f2≤0.35; and (iii) for large effect size, f2>0.35. Although the path coefficient (b) and
effect size (f2) from enjoyment was larger than from perceived usefulness, both were
classified as having a medium effect on m-loyalty. Therefore, our study showed that
enjoyment may have at least as large an impact on loyalty as perceived usefulness. Van der
Heijden found similar results in his study of portals and suggested that the function of the
system or application under study affected the result. The mobile restaurant service used in
our study had a strong entertainment and enjoyment functionality, and this may have
contributed to a degree of enjoyment experienced by a user.
While the elements of our model have contributed to the theory and understanding of
the mobile services domain, its primary contribution lies in the design aesthetics component.
Despite the importance of usability and design for mobility [92], very few studies have
addressed the topic. Our study demonstrated that design aesthetics do in fact have a
significant impact on perceived usefulness, ease of use, and enjoyment. Tarasewich [85]
suggested that aesthetics and usability may be an important part of “designing an overall
enjoyable user experience with mobile devices.” This was confirmed by our analysis, where
design aesthetics may have a larger relative impact on enjoyment (b=0.55) than on
usefulness (b=0.21) and ease of use (b=0.23). Our results also support Flavián et al., who
suggested that usability elements do not follow a direct path to loyalty, but are mediated
through other constructs that are antecedents to loyalty. In a post-hoc analysis, a PLS model
was run to test a direct path between design aesthetics and m-loyalty. This was not
significant (b=0.074; p>0.1) and the R2 for m-loyalty was not improved (R2=0.47).
15
From a theoretical perspective, the objective of our paper was to develop and
validate a model for loyalty in a mobile domain. Our model built on a solid theoretical
foundation and combined validated TAM constructs, a hedonic enjoyment construct, and
design aesthetics in a new context (mobile services).
From a practitioner perspective, the objective of this paper was to provide practical
insights into ways of establishing loyalty among users of mobile services. Depending on the
nature of the service, enjoyment may play a critical role here. Accordingly, the design of the
interface may be central in determining the level of enjoyment experienced by users, as well
as the perceived usefulness and ease of use. For stationary devices, the interface has been
demonstrated as significant to the success of the system [6]. To the end-user, the human-
computer interface is often considered the most important component of the entire system
[40]. It appears that the same is true for mobile devices. Our study proved that design
aesthetics of the mobile interface can significantly impact important antecedents to loyalty.
Some limitations must, however, be considered. First, only one mobile service was
investigated; it is entertaining and enjoyable and as such could impact participants’ beliefs of
usefulness and enjoyment on m-loyalty. Services that are more utilitarian by nature (such as
mobile banking) may result in different relationships between the constructs of our model.
Second, this was a controlled laboratory experiment. However, laboratory
experiments have flaws in terms of realism. The purpose of our research was to propose and
test a model for perceived attractiveness of the interface design for a mobile product.
Precision was essential for model validation. As such, a laboratory experiment was the most
appropriate method.
Third, construct measures were collected at one point in time. Although the loyalty
scales were based on previously validated constructs, one may argue that loyalty is difficult
to measure using a series of questions following an initial experience with a system or
product. True loyalty can only be demonstrated through repeated actions of preference.
16
Appendix A. Screen Shots
Numbers indicate different pages, or decks:
17
Appendix B. Summary of Cell Phone Functions
Joystick: the only tool you need to use to browse the CityGuide site today.
1. Move up and down to browse the site (the page scrolls only up and down).
2. Move left and right to highlight links. Move right to go to the next link, and move left to return to
the previous link. A box will appear around these text links.
3. When the link is highlighted, push inward to click and advance to the next page. (Use the links at
the bottom of pages to return to the main menu, or if you prefer, use the “Back” button on the
keypad to go back a page.)
Back button: if you prefer
you can use this button to go
back a page instead of
clicking the “back” links in
the site.
The Main Menu button: if
you accidentally go to
another application or
window, click (do not
hold) this button to return
to the main application
window, then use the
Joystick to scroll back to
the Opera browser.
18
Appendix C. M-loyalty Survey
Following are the statement used in the survey. Each was answered on a 7-point Likert scale
from strongly disagree to strongly agree.
Design Aesthetics
Sources: [21, 22, 90]
DA-1: The screen design (i.e. colors, boxes, menus, etc) is attractive.
DA-2: This site looks professionally designed.
DA-3: The graphics are meaningful.
DA-4: The overall look and feel of the site is visually appealing.
Perceived Usefulness
Sources: [8, 62]
PU-1: The service helped me be more effective.
PU-2: The service required the fewest steps to accomplish what I wanted to do with it.
PU-3: The service made the task I wanted to accomplish easier to get done.
PU-4: This service helped me be more productive.
Perceived Ease of Use
Sources: [50]
PEOU-1: Learning to use this service is easy for me.
PEOU-2: It would be easy for me to become skillful at using this service.
PEOU-3: I find this service easy to use.
Perceived Enjoyment
Sources: [8, 9, 14]
E-1: Using the service was exciting.
E-2: The process of using this service was pleasant.
E-3: It was cool to use.
E-4: I had fun using this service.
E-5: I found using this service to be enjoyable.
M-Loyalty
Sources: [21, 22]
L-1: I would use this mobile service again.
L-2: I would consider purchasing from this mobile service in the future.
L-3: I would consider using this mobile service in the future.
19
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Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Table 1.
Participant Demographics
Age Range: 19 to 56 years; Average: 32
Gender Women: 51.6%; Men: 48.4%
Highest level of education
High school (33%)
Technical degree (6%)
Undergraduate / College (50%)
Masters / Doctorate (15%)
Time spent online per week 19.7 hours
Internet experience 84%
Mobile Internet browsing experience 19%
Time owned a cell phone 4.6 years
Use of the mobile Internet
Buy movie/concert tickets (67%)
Download games/ring tones (48%)
Browse places to eat or shop (41%)
Check news (40%)
Other (12%l)
28
Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Table 2.
Principle Components Factor Analysis
Items Design
Aesthetics
Perceived Ease
of Use
Perceived
Usefulness
Enjoyment M-Loyalty
DA-1 0.79
DA-2 0.88
DA-3 0.72
DA-4 0.84
PEOU-1 0.87
PEOU-2 0.88
PEOU-3 0.71
PU-1 0.81
PU-2 0.73
PU-3 0.77
PU-4 0.73
E-1 0.72
E-2 0.77
E-3 0.89
E-4 0.88
E-5 0.79
L-1 0.79
L-2 0.74
L-3 0.78
Cronbach α 0.89 0.87 0.85 0.94 0.83
Note: Only loadings > 0.5 are shown.
29
Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Table 3.
Discriminant Validity of Constructs
Design
Aesthetics
Perceived
Ease of Use
Perceived
Usefulness
Enjoyment M-Loyalty
Design Aesthetics 0.81
Perceived Ease of Use 0.23 0.82
Perceived Usefulness 0.32 0.57 0.76
Enjoyment 0.61 0.39 0.36 0.81
M-Loyalty 0.44 0.45 0.53 0.59 0.77
The diagonal elements in bold (the square root of average variance extracted) should exceed the inter-
construct correlations below and across them for adequate discriminate validity.
30
Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Table 4.
Results of Hypotheses Testing
Hypothesis Causal path Path coefficient t-Values Supported
H1 Design Aesthetics Æ PU 0.21 2.14* Yes
H2 Design Aesthetics Æ PEOU 0.23 1.96* Yes
H3 Design Aesthetics Æ Enjoyment 0.55 4.97*** Yes
H4 PEOU Æ PU 0.52 4.43*** Yes
H5 PEOU Æ Enjoyment 0.26 2.27* Yes
H6 PU Æ M-Loyalty 0.37 3.54*** Yes
H7 Enjoyment Æ M-Loyalty 0.46 3.39*** Yes
31
Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Figure 1. A Model for Design Aesthetics and M-Loyalty
Design
Aesthetics Ease of Use
Usefulness
Enjoyment
M-Loyalty
H3
H1
H4
H6
H7
H5
H2
32
Cyr, Head, Ivanov. Design Aesthetics Leading to M-Loyalty in Mobile Commerce
Figure 2. PLS Structural Model
Design
Aesthetics Ease of Use
R2=.053
Usefulness
R2=.36
Enjoyment
R2=.43
M-Loyalty
R2=.46
.55***
.21* .52*** .37***
.46***
.26*
.23*
* significant at a .05 level
*** significant at a .001 level
33
ABOUT THE AUTHORS
Dr. Dianne Cyr is an Associate Professor in the Faculty of
Business at Simon Fraser University in Vancouver. She is leading
a government funded research project titled “Managing E-loyalty
through Experience Design”. This investigation is focused on how
trust, satisfaction, and loyalty are built in online business
environments through website design. Unique features of this w
are comparisons across cultures, genders, and concerning
applications to mobile devices. Further details of these research
projects may be accessed at
ork
www.eloyalty.ca Dianne Cyr is the
author of five books and over 50 research articles. Career
information may be found at www.diannecyr.com
Dr. Milena Head is an Associate Professor of Information
Systems and the Associate Dean at the DeGroote School of
Business, McMaster University, Canada. Specializing in
eBusiness and Human Computer Interaction, she has published
over 45 papers in academic journals, books and conferences. Her
research interests include trust and adoption in electronic
commerce, interface design, mobile commerce, identity theft,
cross-cultural issues in electronic commerce and human computer
interaction, e-retailing, and web navigation. Career information
may be found at www.business.mcmaster.ca/msis/profs/head
Alex Ivanov is currently a Ph.D. student at the School of
Interactive Arts and Technology at Simon Fraser University,
Canada. His research interests are in the area of information
visualization and design for interactive environments. Alex holds a
Master of Arts degree in Advertising from The University of Texas
at Austin, and has five years experience in the marketing
communications industry, in a variety of research, planning, and
creative roles. His B.A. is in Journalism and Mass Communication.
34
