EFFECT OF THE DESIGNING MOBILE APPLICATIONS ON SMARTPHONE TO CUSTOMER DEMANDING: CASE STUDY OF THE CONCEPT OF UX UI

The popularity of digital devices especially smart phones has been dramatically increased with the innovation in technology from the past few years. The popularity of smart phones is based on the number of mobile applications that are designed for various purposes. The usage behavior of these mobile applications has many determinants that can shape the usage behavior regarding the mobile applications. In this context, the current study has been conducted in order to find out and explore the impact casted by need for uniqueness, self identity and perceived performance risk on the usage behavior of mobile application along with the mediating role of attitude towards design of mobile application. For this purpose, data from 447 mobile application designers has been collected through online survey questionnaire. The collected data has been analyzed through SPSS and AMOS statistically. The results of the study suggest that all the independent variables i.e. need for uniqueness; self identity and perceived performance risk have significant and positive impact on the usage behavior of mobile applications. In addition, the mediating role of attitude towards mobile application design has also been found as significant in all three cases.


Introduction
In the past few years, the popularity of digital devices especially smart phones has been dramatically increased with the innovation in technology. The popularity of smart phones is based on the number of mobile applications that are designed for various purposes (Wang et al., 2018). According to statistics, the number of downloads of application from Google Play till May 2016 has exceeded 65 billion which shows the increased interest of people in these applications. In different smart phones, different apps are already installed such as App Store is installed in iOS, Play Store in Android phones etc. These already installed apps help the users search and find a variety of different apps designed for different purposes. These apps include games as well as other functions such as photo editing, music downloading, video players and the list is long. Another statistics have shown that till January 2016, the number of apps on Google Play has exceeded two million (Li et al., 2017). This increased popularity of smart phones and mobile applications demands the study of usage behavior of these apps. These behaviors include what apps are demanded by the people and when is the demand of which app. All these aspects are studied in usage behavior. This provides useful information to the app developers in different contexts. Need of uniqueness involves the desire of a person to be different from others and in the current study this concept revolves around the uniqueness of the design of mobile applications. In the same way, self identity is the concept that refers to the perception of a person about himself/herself. There is a risk called as perceived performance risk that refers to the risk that the product might not be what it was perceived by the consumer. All these aspects i.e. need for uniqueness, self identity and perceived performance risk impact the usage behavior in one way or the other (Hu et al., 2016;Sarkar et al., 2016).  In the past, there are various studies that have explored the different angles of mobile apps design and a very few studies have investigated the attitude and usage behavior towards the mobile application design. However, there is no study that has related the concepts such as need for uniqueness, self identity and perceived performance risk with the attitude and behavior towards mobile applications. Therefore this study has been conducted with the recommendation of Matthews, Rothenberg, and Gopalakrishnan (2019). The major objectives of the study are as follows:  To analyze the impact of need for uniqueness on usage behavior of mobile application  To analyze the impact of self identity on usage behavior of mobile application  To analyze the impact of perceived performance risk on usage behavior of mobile application  To determine the significant mediating impact of attitude towards design of mobile application on the relationship between need for uniqueness, self identity and perceived performance risk; and usage behavior of mobile application This study will be very beneficial for the mobile application developers as they will get information about how different perceptions of the consumers impact the usage behavior for mobile application and they will be able to design the mobile applications accordingly. This will also result in the satisfaction of the consumers.  Siebels, 2007). In the past literature, different researchers have studied thus concept in various contexts. For instance, the concept of self identity has been studied in relation with the idea of self concept. According to self concept, there are certain characteristics or properties that are associated with a person as per his or her perception or assumption (Hustvedt & Dickson, 2009). The previous studies have made it quite clear that the consumers purchase those products that are aligned with their self concept or self identity. In other words, the products chosen by the consumers are associated with the personal characteristics of a person or reflect those characteristics (Sirgy, 1982;Tung, Koenig, & Chen, 2017). In this way, the concept of self identity is associated with the consumer behavior or usage behavior. In this context, a study was conducted with respect to the environmental behaviors of consumers. The objective of the study was to find out whether the people that have the self identity of green environment or environmental friendliness have any impact on their purchase behavior of electric car or not (Barbarossa, De Pelsmacker, & Moons, 2017). The results obtained by the study suggested that the people that show the green self identity nature consider their values more important (M. F. Chen, 2020; Jiang et al., 2016). Thus it can be suggested that the mobile applications that are developed or designed on the basis of self identity concept might shape the usage behavior of the consumers. The following hypothesis can be drawn thus; H 2: Self Identity has significant impact on usage behavior of mobile application

Impact of Perceived Performance Risk on Usage Behavior of Mobile Application
The notion of perceived performance risk revolves around the idea that the product or service might not be on that level that was perceived or assumed by the consumer (Derbaix, 1983). This notion is directly or indirectly linked with the designing of mobile applications because there might always be a risk that the designed application is not up to the consumers' perceptions. These risks may be of ISSN: 00333077 1696 www.psychologyandeducation.net different nature such as financial risk, social risk, performance risk etc. A study was conducted in this context in which the notion of perceived performance risk was studied in association with the promotion strategies such as discounts etc. The moderating impact of this risk was found as significant in that study (Lowe, 2010). In another related study, it was found out that the level of performance risk is much higher in the technology related products and in the context of current study, mobile application designing might also involve some performance risk (Khan & Ahmad, 2016; Parry, Sarma, & Yang, 2020). They further suggested that the performance and financial risks are the major risks that are associated with the customization of the products. In the current study, this relationship will be studied in context of the usage behavior of mobile applications. This discussion may lead to the following hypothesis: H 3: Perceived performance risk has significant impact on usage behavior of mobile application

Mediating Impact of Attitude towards
Design of Mobile Application As far as attitude is concerned, it refers to the idea of the evaluative reaction about some product or service received. Such types of reactions are associated with the values, beliefs and norms of the people that they react to certain products or services in a particular way. There is a related theory names as theory of reasoned action. This theory revolves around the fact that the attitude of an individual about some product is an essential factor to determine the behavior or usage behavior of that product (Azjen, 1980). This theory is a traditional theory related to psychology and the intended conscious behaviors are studied in it. In addition, this theory also suggests that the consumers or people are rational and they will always consider the results of their actions before they perform a certain behavior. The consumer behavior or the current context of the study i.e. usage behavior is generally studied with the support of this particular theory. In context of usage behavior, a study was conducted in the past whose objective was to study the usage behavior of mobile phone apps by collecting data through the IP level traces from the network provider (Xu et al., 2011). Another similar study was conducted with the motive to study the mobile phone apps usage behavior through network traffic. The basis on the analysis of the study was app popularity and the distributions related to downloads.

Methodology
In this section, the researcher has discussed the data collection process and sampling in detail followed by the discussion on the measurement items of the variables. The data analysis techniques used in the study have also been mentioned.

Samples and Data Collection
The motive behind the current study was to find out and explore the impact casted by need for uniqueness, self identity and perceived performance risk on the usage behavior of mobile application along with the mediating role of attitude towards design of mobile application. As the current study has been conducted in context of the usage behavior of mobile applications, therefore, the most suited respondents for the study were the mobile application developers who were working with different organizations in the research area. For data collection purpose, online questionnaires were distributed among them after contacting with them and taking time through purposive sampling technique. In this regard, 500 questionnaires were distributed among the potential respondents and after the collecting back of the filled questionnaires, only 447 were considered to be used in the study. The remaining responses were discarded due to their incompletion or unreliability.

Measures
All these variables have been measured through various measurement items that have been discussed here. Need for uniqueness has been measured through seven measurement items, one of which is "I'm often on the lookout for new mobile applications that will add to my personal uniqueness" (Bian & Forsythe, 2012). In the similar manner, self identity has been measured by three measurement items, one of which is "I often try to avoid mobile applications that I know are used by the general population" (K. P. Wiedmann, Hennigs, & Siebels, 2009). Moreover, perceived performance risk has been measured by using eight measurement items, one of which is "I'm not certain whether I can get the mobile applications that I want" (H.-H. Lee & Moon, 2015). Usage behavior of mobile application is the dependent variable and the researcher has measured it with three measurement items, developed in a past study. A sample item is "How frequently do you use mobile applications" (Moon & Kim, 2001). In the last, attitude towards design of mobile application is the mediating variable, measured through six items, obtained form a past study. One of these items is "I can sort out my feelings via these mobile applications" (Taylor & Todd, 1995). These items are measured on the five point Likert scale that ranges from 1 to 5. The collected data has been statistically analyzed using SPSS and AMOS.

Demographics
The demographic data in terms of gender indicate that there are 55.3 percent of males and 44.7 percent females among the respondents. In case of age, it is evident that most of the respondents i.e. 43 percent were having the age from 25 to 35 years and only 3.6 percent were having age more than 45 years. As far as experience is concerned, most of the respondents i.e. 43.4 percent were having the experience of 2 to 5 years in the organizations.

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These demographics provide basic information about the respondents. Table 1 presents the descriptive statistics of the variables of the study and it is clear from the table that the data is free from any outlier as the minimum and maximum values range from 1 to 5. In addition, the skewness values also provide enough evidence of the normality of the collected data.

KMO and Bartlett's Test
The table 2 shows the results of KMO and Bartlett's test and the results of both these tests are in favor of the usefulness of factor analysis in the study and for the adequacy of the responses. The KMO test value being close to 1 and the Bartlett's test value being lower than 0.05 provides enough evidence for it. .000

Rotated Component Matrix
The results of rotated component matrix presented in table 3 show that the factor loadings associated with all the items of the variables are greater than 0.7 which is enough evidence to show that these factors are contributing to the variable and in the current study. .855

Convergent and Discriminant Validity
The results for two types of construct validities i.e. convergent and discriminant validity have been presented in table 4 according to which it is clear that all the measurement items are actually measuring a particular variable of the study. This makes the data eligible to move for further analysis.

Structural Equation Modeling
The results of SEM given in the table 6 suggest that all the independent variables i.e. need for uniqueness; self identity and perceived performance risk have significant and positive impact on the usage behavior of mobile applications. In addition, the mediating role of attitude towards mobile application design has also been found as significant in all three cases.

Conclusion
The detailed analysis of the collected data from the respondents by using different statistic tools and techniques has lead to the results obtained for the study. As the impact of all the independent variables i.e. need for uniqueness; self identity and perceived performance risk has been found significant on the usage behavior of mobile applications, it can be concluded that different perceptions of the consumers impact the usage behavior for mobile application and thus the mobile applications developers must design the mobile applications accordingly.

Implications and Limitations
The theoretical implication of the study is that it contains the literature and information about the consumers' different perceptions and their impact on the usage behavior. This information might be helpful for the researchers to be used in their studies. Practically this study will provide information to the mobile application developers that different perceptions of the consumers impact the usage behavior for mobile application and thus the mobile applications developers must design the mobile applications accordingly.
The sample size of the study might be increased and more variables regarding the perceptions of the consumers might be added. The study may be conducted in the context of some other sector or industry as well.