Is your smartphone ugly? Importance of aesthetics in young people's intention to continue using smartphones

Patricio Ramírez-Correa, F. Javier Rondán-Cataluña, Jorge Arenas-Gaitán and Tarcilla Mariano Mello

Behaviour and Information Technology, 2022, vol. 41, issue 1, 72-84

Abstract: This research intends to understand the relationship between aesthetics and young people's intention to continue using smartphones. In particular, the study validates a research model that proposes aesthetics as an antecedent of variables that explain the intention to continue using smartphones (performance expectancy, hedonic motivation, and habit). An online questionnaire was conducted to develop the empirical study in two countries of South America, using a non-random sample of young smartphone users. A total of 306 valid answers were analysed using a structural equation modelling approach. The validation of the research model was based on partial least squares structural equation modelling (PLS-SEM). The results indicate, on the one hand, the validation of the scale of measurement of smartphone aesthetics in Latin America and, on the other hand, the research model explains 52% of the intention to continue using a smartphone. In conclusion, the findings support the idea that aesthetics is a necessary antecedent to explain the continued use of smartphones. This study contributes to the professional field of marketing and design in the sense of understanding what makes young smartphone consumers continue using them.

Date: 2022
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DOI: 10.1080/0144929X.2020.1795259

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