Title: Prioritising and gender differences on aesthetics of mobile phone usage through users' perspectives

Authors: Chia-Hsiang Wang; Chung-Chu Liu; Jason C.H. Chen

Addresses: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei, 237, Taiwan ' Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei, 237, Taiwan ' School of Business, Gonzaga University, 502 E. Boone Spokane, WA, USA

Abstract: Aesthetics is an important trend in management research in recent years. Mobile phones are also necessary for everyday life. Mobile phones combined with the concept of aesthetics to emphasise whether users and their genders will have preference differences, is a good topic that is worth studying. The purpose of this research is to measure, prioritise and compare gender differences on aesthetics of mobile phone usage by users' perspectives. Analytical hierarchy process (AHP) methodology is adopted to analyse the data. According to the study, aesthetics of mobile phone usage is categorised into three types: visual sense, auditory sense and tactile sense. Gender differences on aesthetics of mobile phones are significant. The results show that visual sense is the most important one in mobile phone use. The findings suggested that mobile phone service companies to adopt the understanding of designing aesthetics of mobile phone users.

Keywords: communication; mobile phone; mobile phone usage; aesthetics; analytic hierarchy process; AHP.

DOI: 10.1504/IJBSR.2023.127750

International Journal of Business and Systems Research, 2023 Vol.17 No.1, pp.60 - 74

Received: 13 Aug 2020
Accepted: 28 Oct 2020
Published online: 15 Dec 2022 *