The interaction effects of ego involvement on the relationships between aesthetics, usability and commitment

Manuel J. Sánchez‐Franco · Félix A. Martín‐Velicia

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Innovative Human-Technology Interaction

Abstract

Purpose This study aims to investigate how ego‐involvement and the design of online services may be associated with affective commitment, making the distinction between hedonic and utilitarian services. Design/methodology/approach This research uses partial least squares to estimate the parameters of the research model. Findings This research reaches four conclusions. First, that visual aesthetics and usability have a significant effect on the desire to continue using online services. Second, that ego‐involvement becomes an important quasi‐moderator when engaging in web‐based relationships. Third, that perceptions of aesthetics (and usability) more significantly influence highly‐involved users' commitment to hedonic (utilitarian) online services than their commitment to instrumental (hedonic) services. Fourth, the influences of aesthetics on usability reflect the benefits that web information systems (WIS) offer. Research limitations/implications The model does not include all the relevant variables. Additional studies are required to validate these results. Practical implications This study serves to enhance the aesthetics‐usability‐commitment framework to assess the long‐term viability of online services, and to appraise its validity via utilitarian and hedonic services. Designers could customise the WIS by taking into account ego‐involvement and the site's intended purpose. Originality/value A review of the relationships between commitment, involvement and web atmosphere concerning hedonic and utilitarian online services reveals that there are still very few studies that analyse their quasi‐moderating effects. This research will help to fill this gap, by analysing the examples of electronic banking services and virtual travel communities to represent the utilitarian and hedonic benefits respectively.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1983Culture's Consequences: International Differences in Work-Related Values.1987Developing Buyer-Seller Relationships 2003A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study 2000Structural Equation Modeling and Regression: Guidelines for Research Practice 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2000E-commerce: the role of familiarity and trust 2001Hedonic and utilitarian motivations for online retail shopping behavior

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