Exploring Smartphone User Interface Experience-Sharing Behavior: Design Perception and Motivation-Driven Mechanisms through the SOR Model

Abstract

This study investigates user experience (UX) sharing behaviors in the context of smartphone user interface (UI) design, emphasizing their significance for UI enhancement and effective marketing strategies. Grounded in the Stimulus–Organism–Response (SOR) framework, we examine how design perception attributes—perceived usability, novelty, enjoyment, and brand image—influence UX sharing, with a spotlight on the mediating role of individual motivation. A quantitative analysis (N = 472), Structural Equation Modeling (SEM), and mediation analysis were conducted. Our findings confirm that these components can positively impact UX sharing by bolstering personal expectations and self-efficacy in knowledge sharing, with perceived usability being an exception as it unexpectedly showed a negative association with sharing frequency. Moreover, perceived brand image and individual self-expectancy and self-efficacy enhance sharing outcomes. This research enriches our understanding of the strategic importance of user interface (UI) design in the context of smartphones, furnishing empirical grounding for devising sustainable UI design strategies and productive marketing tactics. Consequently, it bears considerable relevance to both theoretical insights and practical applications.