Cross‐analysis of usability and aesthetic in smart devices: what influences users' preferences?

The purpose of this paper is to explore the relations between usability and aesthetic values to clarify what value users place on aesthetic design as compared to usability and how this is different across cultures.

Smartphone service acceptance and uses were analyzed cross‐nationally, in a comparative fashion, focusing on the differences in the composition of motives in the USA and Korea.

While the results illustrate the importance of both usability and aesthetic values, the two countries show different value preferences, as well as intention and adoption patterns.

In the context of the recent overwhelming move toward mobile technologies such as smart devices, there exists a potential trade‐off between the aesthetic design and the usability in smartphones.

The results of this research suggest practical implications for employing cross‐cultural strategies in the global marketing of smartphones, as well as theoretical implications for cross‐country studies, which are recommended accordingly.