Cui, Charles Chi; Mrad, Mona; Solomon, Michael R; Nieroda, Marzena; (2025) Decoding visual influence: how aesthetic, ergonomic, functional, and hedonic cues in casual smartwatch photos shape use intentions. Behaviour & Information Technology 10.1080/0144929x.2025.2586225. (In press).

Text Nieroda_Anonymous Manuscript July 2025-CC-13Sep2025.pdf - Accepted Version Access restricted to UCL open access staff until 15 November 2026. Download (644kB)

Abstract

Product photos are increasingly used by brands and consumers in eWOM. However, little research has investigated the basic visual cues’ impact on inducing product usage intentions. Drawing on the event coding theory, this study examines how perceived aesthetics, functionality, ergonomics and hedonics (the ‘golden 4’) underpin the first impression of a smartwatch photo image to entail intention to use it. Using 280 survey responses (U.S.A.), the results demonstrate (i) aesthetics and ergonomics elicit an intention to use the smartwatch; (ii) functionality impedes the intention to use the smartwatch; (iii) ergonomics enhance the influence of aesthetics and ‘transform’ the negative influence of functionality into a positive influence on the intention to use the smartwatch; and (iv) hedonics enhance the influence of ergonomics on the intention to use the smartwatch.

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