A system can be customized by is owner. The fundamental premise behind designing for customization is that it improves the user experience (UX) of the system. In this study, we contend that the effects of customization on UX of a smartphone can be theoretically modelled as users’ beliefs about the system object (customization) that influence their attitudes towards the system object (perceived system usability), which in turn shapes their beliefs (flow) and attitudes (engagement) towards using the system. We tested this proposition via an experimental study with 50 college students as participants. Each participant was asked to perform customization tasks on a smartphone, and then instructed to complete a comparison task aimed at contrasting customized user interface with a standard one. Our manipulation checks confirmed that the customization task, in particular, the customization of the layout was more pronounced for participants. Analytical results from the comparison reveal that customization positively influence users’ evaluation of three key constructs of UX: perceived system usability, flow and engagement, and that the feeling of engagement is mediated through perceived system usability and flow. We conclude with a discussion of the impact of customization on UX, and whether the distinction between object- and behaviour-based beliefs and attitudes is helpful.

Publication information

Original languageEnglish
Title of host publicationECIS 2016 Proceedings
EditorsMeltem Özturan, Matti Rossi, Daniel Veit
Number of pages14
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2016
Article number113
StatePublished - 2016
EventThe 24th European Conference on Information Systems (ECIS) 2016 - Boğaziçi University, Istanbul, Turkey
Duration: 12 Jun 201615 Jun 2016
Conference number: 24


ConferenceThe 24th European Conference on Information Systems (ECIS) 2016
LocationBoğaziçi University
SeriesProceedings of the European Conference on Information Systems

    Research areas

  • User Experience, Perceived System Usability, Flow, Engagement, Layout Customization, Functional Customization, Smartphone

ID: 45077603