EFFECT OF THE DESIGNING MOBILE APPLICATIONS ON SMARTPHONE TO CUSTOMER DEMANDING: CASE STUDY OF THE CONCEPT OF UX UI

Abstract

The popularity of digital devices especially smart phones has been dramatically increased with the innovation in technology from the past few years. The popularity of smart phones is based on the number of mobile applications that are designed for various purposes. The usage behavior of these mobile applications has many determinants that can shape the usage behavior regarding the mobile applications. In this context, the current study has been conducted in order to find out and explore the impact casted by need for uniqueness, self identity and perceived performance risk on the usage behavior of mobile application along with the mediating role of attitude towards design of mobile application. For this purpose, data from 447 mobile application designers has been collected through online survey questionnaire. The collected data has been analyzed through SPSS and AMOS statistically. The results of the study suggest that all the independent variables i.e. need for uniqueness; self identity and perceived performance risk have significant and positive impact on the usage behavior of mobile applications. In addition, the mediating role of attitude towards mobile application design has also been found as significant in all three cases.