Persuasive System Design for Global Acceptance of Smartphone Apps

Abstract

Abstract The study examines the impact of PSD principles on the customer acceptance of Smartphone apps, in context of WhatsApp Instant Messenger. The theoretical framework draws on Oinas-Kukkonen & Harjumaa’s persuasive systems design principles. The study involves 488 participants from Malaysia, the Netherlands, Germany, and the Kingdom of Saudi Arabia. A cross-sectional survey was adopted to collect primary data. The research has used multiple regression analysis, one-way ANOVA, and Tukey’s HSD test for analyzing the data. Analyses have revealed that PSD and the customer acceptance are significantly related. Except system credibility, the PSD elements have different impact on customer acceptance depending on country. The study findings suggest that app designers benefit by employing PSD to target global users with minimal localization implementation. Consequently, resulting in an app which appeals to users across national boundaries while reducing the app development and support cost.