Interaction effects of ego involvement on the relationships between aesthetics, usability and commitment. An application to electronic banking services and virtual travel communities

Purpose – This study aims to investigate how ego‐involvement and the design of online services may be associated with affective commitment, making the distinction between hedonic and utilitarian services.Design/methodology/approach – This research uses partial least squares to estimate the parameters of the research model.Findings – This research reaches four conclusions. First, that visual aesthetics and usability have a significant effect on the desire to continue using online services. Second, that ego‐involvement becomes an important quasi‐moderator when engaging in web‐based relationships. Third, that perceptions of aesthetics (and usability) more significantly influence highly‐involved users' commitment to hedonic (utilitarian) online services than their commitment to instrumental (hedonic) services. Fourth, the influences of aesthetics on usability reflect the benefits that web information systems (WIS) offer.Research limitations/implications – The model does not include all the relevant variables....

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