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Asian J Beauty Cosmetol > Accepted Articles

doi: https://doi.org/10.20402/ajbc.2019.0283    [Accepted]
Factors Affecting Cosmetic Mobile App Performance and the Moderating Effect of User Motivation
Yu Seon Choi, Sang Mo Kang, Sun Young Paik
Department of Biological Engineering, Konkuk University, Seoul, Korea
Corresponding author:  Yu Seon Choi ,Tel: +82 2 450 3071, Email: yangpa99@naver.com
Received: April 8, 2019;  Accepted: June 5, 2019.  Published online: June 26, 2019.
This study aims to analyze the effect of GUI elements on the functional elements of cosmetics brand apps, the effect of functional factors on their usability and usefulness, and the moderating effect of user motivation.
In this study, four elements (launcher icon, layout and menu, typography, and color) were derived as GUI components of the branded app. It will then analyze the effects of these GUI components on the functional elements of mobile apps such as flexibility, efficiency, aesthetics, and ease of use. Regression analysis and multivariate ANOVA were then performed using SPSS v.23.
The four aforementioned GUI elements have a positive impact on the flexibility, efficiency, simplicity, and aesthetics of branded apps. Simplicity and aesthetics positively affect the usability of the apps, and flexibility and efficiency also positively affect usability. Analysis results on the moderating effect of user motivation found that it had a significant influence only on the usefulness of the brand app.
According to the research results, when developing cosmetic mobile apps, it is necessary to appropriately combine functional elements and GUI elements that affect the performance index in accordance with the users’ usage motivation.
Key words: Mobile brand app, Beauty app, Mobil GUI, Cosmetics brand App, K-beauty
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