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

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.