The Effect of Device-Affordance Alignment with the User Goal on User Experience

Abstract

Building upon the conceptualization of affordances, this article leverages the theoretical framework of task-technology fit in e-commerce to explore the consequences of alignment and misalignment of technology’s affordances and user’s intended goals. More specifically, the objective of this article is to investigate the effect of the alignment between the affordances of technological devices and tasks performed on these devices on the user’s shopping experience. A within-subject controlled laboratory experiment was conducted. Twenty-five participants were asked to complete six digital-grocery related tasks of equivalent nature on both a computer and a smartphone. Study results highlight two primary findings. First, the affordances of the device on which digital shopping tasks are performed affect the user’s cognitive and emotional states. Performing digital shopping tasks on a smartphone generates a higher cognitive load (cognitive state), as well as a more positive emotional valence and greater arousal (emotional state) for users. Second, the results, however, do not provide enough evidence to conclude that the type of task (user goal) moderates the previously found relationship. Limitations and future research directions are discussed.