Advertisement

Mobile Web Design: The Effect of Education on the Influence of Classical and Expressive Aesthetics on Perceived Credibility

  • Kiemute OyiboEmail author
  • Ifeoma AdajiEmail author
  • Julita VassilevaEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11584)

Abstract

Research has shown that the perceived credibility of mobile web design can be largely determined by the two dimensions of visual aesthetics: classical and expressive. However, there is limited research on how users’ education moderates the relationships between both dimensions of visual aesthetics and perceived credibility. To bridge this gap, we conducted an empirical study among 526 subjects to investigate how education moderates the influence of classical and expressive aesthetics on the perceived credibility of mobile website. Specifically, we focused on four visual designs of a mobile website homepage, in which products and/or services are laid out. Our results show that, irrespective of the level of education of users and the visual design of the mobile website, the perception of both dimensions of visual aesthetics has a significant impact on perceived credibility, with classical aesthetics having a stronger impact than expressive aesthetics overall. Moreover, we found that the effect of classical aesthetics on perceived credibility is stronger for higher education users than for lower education users, while the effect of expressive aesthetics on perceived credibility is stronger for lower education users than for higher education users. Our findings suggests that classical aesthetics(perceived visual clarity) is more likely to influence higher education users than lower education users to perceive a mobile website as credible, while expressive aesthetics(perceived visual enrichment) is more likely to influence lower education users than higher education users to perceive a mobile website as credible. Web designers of e-commerce mobile websites can leverage these findings to enhance the perceived credibility of their websites by the respective user groups.

Keywords

Mobile website Classical aesthetics Expressive aesthetics Credibility Education 

References

  1. 1.
    Robins, D., Holmes, J.: Aesthetics and credibility in web site design. Inf. Process. Manag. 44, 386–399 (2008).  https://doi.org/10.1016/j.ipm.2007.02.003CrossRefGoogle Scholar
  2. 2.
    Oyibo, K., Adaji, I., Orji, R., Vassileva, J.: What drives the perceived credibility of mobile websites: classical or expressive aesthetics? In: Kurosu, M. (ed.) HCI 2018. LNCS, vol. 10902, pp. 576–594. Springer, Cham (2018).  https://doi.org/10.1007/978-3-319-91244-8_45CrossRefGoogle Scholar
  3. 3.
    Oyibo, K., Ifeoma, A., Vassileva, J.: What drives the perceived credibility of health apps: classical or expressive aesthetics. In: HealthRecSys Workshop, Vancouver, Canada (2018)Google Scholar
  4. 4.
    Lavie, T., Tractinsky, N.: Assessing dimensions of perceived visual aesthetics of web sites. Int. J. Hum. Comput. Stud. 60, 269–298 (2004)CrossRefGoogle Scholar
  5. 5.
    Oyibo, K., Vassileva, J.: What drives perceived usability in mobile web design: classical or expressive aesthetics? In: Marcus, A., Wang, W. (eds.) DUXU 2017. LNCS, vol. 10288, pp. 445–462. Springer, Cham (2017).  https://doi.org/10.1007/978-3-319-58634-2_33CrossRefGoogle Scholar
  6. 6.
    Oyibo, K., Adaji, I., Vassileva, J.: The effect of age and information design on the perception of visual aesthetic. In: British Human Computer Interaction Workshop, Belfast, UK (2018)Google Scholar
  7. 7.
    Oyibo, K., Ifeoma, A., Olabenjo, B., Orji, R., Vassileva, J.: The interplay between classical aesthetics, expressive aesthetics and persuasiveness in behavior modeling. In: 32nd Human-Computer Interaction Conference, Belfast, Northern Ireland (2018)Google Scholar
  8. 8.
    Fogg, B.J.: Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann, San Francisco (2003)CrossRefGoogle Scholar
  9. 9.
    Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., Tauber, E.R.: How do users evaluate the credibility of Web sites?: a study with over 2,500 participants. In: Proceedings of the 2003 Conference on Designing for User Experiences, pp. 1–15 (2003)Google Scholar
  10. 10.
    Oyibo, K., Vassileva, J.: The interplay of aesthetics, usability and credibility in mobile website design and the moderation effect of gender. SBC J. Interact. Syst. 8, 4–19 (2017)Google Scholar
  11. 11.
    Oyibo, K., Vassileva, J.: The interplay of aesthetics, usability and credibility in mobile websites and the moderation by culture. In: Proceedings of the 15th Brazilian Symposium on Human Factors in Computer Systems - IHC 2016, pp. 1–10 (2016)Google Scholar
  12. 12.
    Oyibo, K., Ali, Y.S., Vassileva, J.: An empirical analysis of the perception of mobile website interfaces and the influence of culture. In: Proceedings of Personalized Persuasive Technology Workshop, Salzburg, Austria, pp. 44–56 (2016)Google Scholar
  13. 13.
    Lightner, N.J.: What users want in e-commerce design: effects of age, education and income. Ergonomics 46, 153–168 (2003).  https://doi.org/10.1080/0014013021000035280CrossRefGoogle Scholar
  14. 14.
    van Schaik, P., Ling, J.: The role of context in perceptions of the aesthetics of web pages over time. Int. J. Hum. Comput. Stud. 67, 79–89 (2009)CrossRefGoogle Scholar
  15. 15.
    Setterstrom, S.: Assessing credibility and aesthetic perception across different exposure times on a health care information website (2010)Google Scholar
  16. 16.
    Bergkvist, L., Rossiter, J.R.: The predictive validity of multiple-item versus single-item measures of the same constructs. J. Mark. Res. 44, 175–184 (2007).  https://doi.org/10.1509/jmkr.44.2.175CrossRefGoogle Scholar
  17. 17.
    Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M.: A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Washington, D.C. (2014)zbMATHGoogle Scholar
  18. 18.
    Sanchez, G.: PLS Path Modeling with R. Trowchez Editions, Berkeley (2013)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.University of SaskatchewanSaskatoonCanada

Personalised recommendations