The Roles of Form and Function in Utilitarian Mobile Data Service Design


Achim Botzenhardt
Ye Li
Alexander Maedche


Mobile devices, as well as mobile data services (MDS), have become powerful aids in our daily life. Starting with simple communication services, MDS now offer a solution for almost every private and business life demand. The market for MDS has become very competitive, and continuously increasing consumer demands are putting pressure on MDS providers. Recently, the design of mobile devices and services has received much attention, since it provides vast opportunities for differentiating offerings and for gaining a competitive advantage. However, the concrete application of design often leads to semantic confusion. Based on Wixom and Todd’s [2005] theoretical integration of user satisfaction and technology acceptance, and by conceptualizing form and function as the two major components of design, we propose a theoretical model that specifically investigates which MDS design characteristics influence users’ satisfaction and, subsequently, their behavioral intention. We tested our model empirically by means of partial least square (PLS) analysis, using a sample of 2,295 responses from utilitarian MDS users in the mobile banking context. The findings reveal that both components of design – form and function – were positively associated with satisfaction. MDS consumer age and the MDS usage frequency moderated the relationship between form and satisfaction.

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August, 2016

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