Department of Information Systems Engineering
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Browsing Department of Information Systems Engineering by Author "Akinyemi, Olabode Felix"
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Item THE IMPACT OF DESIGN AESTHETICS, PERSONALITY TRAITS, AND COGNITIVE REFLECTION ON PERCEIVED USABILITY, PRIVACY, TRUST AND CUSTOMERS LOYALTY(2022-01-17) Akinyemi, Olabode Felix; Toker, SacipUsability and human personal characteristics are central issues for internet (both website and mobile apps) users, as users need to access various functionalities through a limited user interface while cognitive reflection and personality traits differ. This study proposes some key determinants of internet usability and assess their significant influence in three empirical settings. In addition, this study examines the impact of design aesthetics, traits and user’s cognitive reflection on usability, privacy, and customer loyalty, and provides a holistic view of the causal relationship between the adopted human factors and some important organizational variables for building and maintaining long term consumer relationships. The study was conducted using survey questionnaire data collected from 338 students of Atilim University, Turkey. The findings of the study confirmed that simplicity and high level interactive platform design, privacy and users’ cognitive reflections are the significant determinants of internet usability, and that interface simplicity is an important prerequisite for a positive usability experience. Also, the findings showed that trust, usability, design aesthetics and personality traits are the vital determinants of consumer loyalty, which shows that trust and guarantee of users’ information on the platform are what drives satisfaction which formulate customers loyalty in the brand. Contributions and limitations of study were also discussed.