Thesis Archive

The effect of design elements on purchase intentions of m-shopping users (2023)

Eugene Michael M. Garcia
Miguel Alfonso D. Llamas
Mary Grace S. Panilag

Abstract:

This study explores how the font type, line spacing, and color contrast affect both the cognitive and affective system which ultimately influence the purchase intention of mobile shopping apps users. To determine the effect of the said design elements, eight variations of a mobile shopping app prototype were developed using Figma. Using convenience sampling, a total of 248 participants were recruited and randomly assigned to one of the eight prototype variants as the experiment calls for a between-subject design. After testing the prototype, participants were asked to answer measures for perceived readability, perceived ease of use, perceived enjoyment, and purchase intention. Results show that color, typeface, and color contrast do not significantly affect perceived readability; however, perceived readability mediates the effect of color contrast on perceived enjoyment and then purchase intention. Furthermore, perceived readability affects the perceived ease of use of users. Comparing the perceived ease of use and perceived enjoyment, although both said constructs affect purchase intention, it was found that perceived enjoyment is a stronger determinant of purchase intention. The results of this study emphasizes how color contrast taps into the affective system, specifically perceived enjoyment, which can further positively influence purchase intentions of mobile shopping app users. Although line spacing and font type do not affect perceived readability, perceived readability must be carefully considered into the UX design as it is a factor to both perceived ease of use and perceived enjoyment which are both determinants of purchase intention. Lastly, the study further adds to the importance of considering the utilitarian needs together with the hedonic needs of mobile shopping app users when designing.

Adviser:

Rosemary R. Seva
[email protected]

Panel Chair:

Jose Edgar S. Mutuc
[email protected]

Panel Member:

Alma Maria Jennifer A. Gutierrez
[email protected]