Investigate Symmetry, Complexity, and Screen Shapes in Interface Design Aesthetics to Promote Users’ Quality Perceptions and Continuous Usage Intention of the Smartwatch

ABSTRACT

This study took the dial interface of smartwatches as its experimental sample and investigated screen shapes (square and round) of smartwatches and how the interaction between symmetrical type and complex type in the screen interface of different shapes affects the user’s hedonic and pragmatic qualities. Then, we further evaluated the relationship between perceived hedonic quality and pragmatic quality and the continuous usage intention of the smartwatch. Results from a between-subjects experiment (N = 200) indicated that the interaction between objective attributes in interface design esthetics affects the users’ quality perceptions. The results also revealed that perceived hedonic quality and pragmatic quality could be positively associated with continuance intention to use a smartwatch. This study explored the relationship between the objective attributes and the perceived subjective process in interface design esthetics, and provided empirical evidence for the relationship between the objective attributes and the user’s quality perceptions in interface design esthetics. Moreover, connecting the interface design esthetics of the smartwatch indirectly with the continuous usage intention, it is helpful to better understand how the related attributes of the interface design esthetics can stimulate the user’s quality perceptions, confirm the user’s demand for the qualities of the smartwatch more accurately, and consider how to use esthetics to improve the user’s continuous usage intention to the smartwatch.

Disclosure of potential conflict of interest

The authors declare no conflict of interest.

Additional information

Funding

This research is supported by Chinese National Funding of Social Sciences [grant number 18AGL028]; “Qing Lan Project” of Universities and colleges of Jiangsu province.

Notes on contributors

Jian Wang

Jian Wang is a Ph.D candidate in College of Economics and Management, Nanjing University of Aeronautics and Astronautics, China. His research interests include visual design, user interface design, and design management.

Zilong Wang

Zilong Wang is a Professor at the Nanjing University of Aeronautics and Astronautics, from where he has also received his Ph.D. He previously did his post doctorate at the Peking University. His research interest focuses on industrial economics and management.

Shilei Qiu

Shilei Qiu is a Ph.D candidate at the School of Economics and Management, Nanjing University of Aeronautics and Astronautics, China. His research interests include environmental economics and management, industrial economics and management, and technical economics and management.