ASSESSING THE IMPACT OF ARTISTIC ARCHITECTURE ON PERCEIVED USABILITY AND WILLINGNESS TO USE MOBILE COMMERCE APPLICATIONS

Creating a useful portable browser or program is a demanding challenge for organisations due to the size constraints of the display area, which additionally is contingent on usability, internet connectivity, efficient backup power and mobility. Users also expect performance equivalent to that of microcomputers. Portable display programmers need to surmount these challenges without compromising users’ concerns for safety and confidentiality. Various works in the past couple of years revealed the ability of a strongly perceived artistic architecture of a mobile website as a push to overcome clients’ reduced skill. The investigation conducted in this report sought to determine the distinct impact of eight artistic display on the of a mobile website or program and the corresponding clients’ . Organisations may thus take advantage of this knowledge to improve usage, trust, frequency of adoption and consequently financial rewards on mcommerce applications. This study uses a with a screening objective. Data for the experiment was sourced through a web-based questionnaire program, . At the same time, social network sites were used to disseminate the questionnaires to enable gathering a good number of respondents. The data collection instrument had statements with threshold for Ninety-six participants took part in the inquiry. In contrast, seventy-six participants completed the exercise, signifying an


I. INTRODUCTION
Mobile commerce ( ) is a quickly developing means of promoting a large share of worldwide retail deals. M-commerce is described as a bi-directional or multi-directional communicational and advertising exercise between an organisation and its clients, utilising a cell phone, web-based channel or innovation [1]. Going by Statista record [2], the population of global cell phone clients is conjectured at close to 3.5 billion around 2020. By 2019, this population was well over 2.6 billion clients around the world. Close to that, the population of clients with tablets got to 1.2 billion as at 2016 and around 1.5 billion as at 2018 [3]; thereby affirming the presence of computer age.
Nevertheless, m-commerce is quite a novel means having factors which fundamentally are not quite the same with the traditional ways. While e-commerce was widely examined in previous years, relatively few investigations were recorded in the area of m-commerce. A worldwide study conducted by Criteo [4] revealed that European nations are experiencing difficulty accomplishing satisfactory adoption levels in the cell phone retail business. Discoveries from [5] propose that ease of use, security, protection and innovative challenges impede individuals from embracing m-commerce. An earlier empirical investigation in this area hitherto brought to the fore these numerous challenges being potential hindrances in the implementation of this novel innovation [6; 7].
Considering the discoveries in [5], it is seen that a number of the major concerns bordered on the convenience of use ( ) associated with the program or the portable browser. Since cell phone displays are considerably lesser in size compared to those of laptops, it beholds that the ease of use of cell phone screens is comparatively low concerning such gadgets. Previously, a massive investigation had gone into assessing the ease of use of websites as well as its adequacy in e-commerce. Presently, the e-commerce business is in its developed states just as series of scientific exploration in the creation of application screens have enriched the appropriateness of websites, significantly because of the increase in their ease of use [8]. Will enhanced screen planning result in corresponding enhanced acceptance as well as the efficiency of mobile commerce? This question indeed calls for a fascinating, incisive investigation.
The artistic architecture of websites and programs is an area which has attracted considerable interest in the previous years. Artistic architecture is described as a complete affective presentation of a portable website or application, rendered via colours shapes, , , or [9]. In the view of contemporary investigations, an artistic architecture may fundamentally impact , , , , including similar affective feelings [10; 11; 12; 13]. Such results may influence higher acceptance rate as well as the efficiency of m-commerce.
The prospect of creating a useful portable browser or program has been a demanding challenge for organisations. Users expect equivalent performance with that offered by microcomputers which must be fitted within a significantly lesser display. Additionally, this display is contingent on usability, internet connectivity, backup power longevity, as well as mobility. Similarly, the design should accommodate concerns of users with fears in loss of confidentiality and safety in the utilisation of portable gadgets. Portable display programmers need to surmount challenges posed by enhancing the mobile display within the constraints of size without compromising users' concerns. Providing functionalities equivalent to that of e-commerce in efficiency by portable browsers or programs is herculean for the majority of organisations. Comprehending clients' behavioural attitudes is vital in a mobile business setting, and this understanding should reflect in the architecture of the portable display. Some factors are known to affect the real convenience of use and involvement. Consequently, such factors should be evaluated and ascertained to know the best enhanced artistic architecture of portable websites and programs. Organisations may thus take advantage of this knowledge to improve the design of portable displays, thereby improving usage, trust, frequency of adoption and consequently financial rewards on m-commerce operations.
Previous investigations examined the impact of artistic architecture on different aspects of affective influence, very notably impact on perceived usability (PU). [14; 15; 16; 17; 18]. While the authors give clarification concerning and , no previous work exists where the impact of different distinct factors of is jointly investigated. However, authors exist whose work investigated the impact of distinct individual factors, e.g., the impact of [19; 20]. Unfortunately, the authors evaluate just a single factor. This work does a joint evaluation of the different factors to show the impact of individual factors as a way of creating an customer display, as well as proffer suggestions regarding such enhancements. This observation is a missing link in empirical studies on m-commerce that this work fills and thus, its contribution. Standards in the artistic architecture of a portable display may be the starting point in achieving general as well as reliable procedures for portable gadgets architects which will consider all aspect of client display architecture.
The focus of this paper is an exposition on artistic architecture in the m-commerce setting together with its impact on users' affective feelings.
The remainder of this report is organized as follows. Section 2 reviews the relevant literature, proposes the hypotheses and the underlying conceptual framework. Section 3 introduces the materials and methods used for the study. Results, testing of the regression models and the hypotheses developed, including discussion of results dominate section 4. Section 5 concludes the report, presents key implications of the study, identifies the study's limitations and suggests areas for further research.

A. Artistic Architecture
The artistic architecture was independently discovered to have a fundamental influence on and [15; 16; 21; 17; 18]. Likewise, a few of the works discovered that PU, as well as PEOU, has a notable influence on a client's devotion [14], and confidence [21]. An immediate major effect of artistic architecture on clients' trust concerning m-commerce was reported by [21]. References [15; 16] in two separate investigations found a whereby client's view of artistic beauty and total disposition changed in response to the challenge. The Studies submitted that this was due to a , meaning esteem artistic interest in a website may counteract clients' inexperience with usage. A comparable was reported by [22], implying circumstance being a critical variable impacting resistance of clients' views: clients are susceptible to modifying choice given the situation.
Investigations showed artistic architecture to impact clients' affective state fundamentally. Reference [17] discovered common affective impact while different studies found major effects on certain affective states, such as genderbased affective feelings [23] and expected internet-based [24]. A major influence of website architecture on clients' and that invariably result in esteemed devotion of the client was discovered by [25]. Meanwhile, discoveries from these investigations allude this outcome to be probably impacted by the client's societal values since, in a few conventions, only some of the impacts count.
A different impact noticed in works on artistry is the impact on the improvement of graphical architecture and artistry concerning the relevance of the conceptual structure [26]. This impact explains a conceptual structure whereby clients favour one having better artistry over a conceptual structure having reduced artistry, given identical structure in the two scenarios.

B. Measurement Models: Mobile Display Attributes
According to [27], clients' view of artistry is twodimensional: artistry and communicative artistry. The former is characterised by plain, systematic as well as unambiguous, motivated by factors congenital to client's usability considerations. At the same time, the second is reflective of the architect's artistry, novelty and communicative capability, which ideally improves the client's , thus arousing affective appeal. This conceptual representation of [27] was applied by [28] as a foundation for the suggestion of frame work which established four associated aspects of perceived graphical artistry: , , and . The empirical investigation reported in this work utilises the aggregated discoveries of the two conceptual frameworks as its foundation, whereby impacts of the and communicative artistry are evaluated. Factors employed in the investigation are intimately connected with factors utilised by the classical-communicative as well as the VisAWI frameworks.

C. Conceptual Framework and Hypotheses
The impact of artistic architecture jointly on and are investigated in this work. A graphical representation of the proposed model appears in Fig. 1 below.

D. Classical Artistry
This study examined the impact of , the totality of products featured on a display, as a specific feature of CA, on and . It is assumed that showing a smaller number of goods on a display ( ) affords bigger pictures of the products rendered in contrast to . Reference [29] posits that bigger images may result in a substantially higher rate of transformation. While the assertion was verified for e-commerce it is yet to be established for mcommerce. The hypothesis, therefore, is , results in greater .
Interface designs with low screen density will lead to higher perceived usability Interface designs with low screen density will lead to a higher willingness to use A different CA feature investigated is the impact of on and . It was discovered that just the connecting configuration architecture of websites results in a major effect on clients' affective appeal and willingness to use. In contrast, no major associations exist for menu plan [30]. A combination of menu options, as well as connecting options, is investigated in this report. It is anticipated that notable dissimilarity in of portable display results in higher and . Clear and simple navigation design positively affects perceived usability. Clear and simple navigation design positively affects willingness to buy One other CA feature investigated is the impact of on and . It is conjectured that is fundamentally impacted by [31; 32]. Thus the hypothesis is positively impacts clients' . Symmetry positively affects users' perceived usability Symmetry positively affects users' willingness to use Artistic perceptions of males on symmetry are significantly different from females E. Communicative/ Artistry (EA) A feature of EA investigated in this work is the effect of on and . Discoveries concerning the appropriate colour that is optimal for merchandise setting are diverse. A possible reason for such contradictory results may be traceable to cultural variations. Nevertheless, this work evaluates blue shades alongside neutral (i.e., black, white and grey) shades to determine whether the application of colours impact and . The use of extreme short-wavelength colours positively influences perceived usability The use of extreme short-wavelength colours positively influences the willingness to use The next EA feature examined is the impact of on and . Font architecture was considered to be a component of graphical architectural artistry of a website [24]. Nevertheless, the impact of font architecture on these affective appeals is yet to be ascertained individually; but the better selection in font architecture may improve clients' view regarding graphical artistry, in consonance with the feature in the VisAWI conceptual representation [27]. Likewise, [33] posited that positively impacts both Perceived Usability (PU) H7 Willingness to Use ease-of-use and clients' artistic inclination, suggesting a preference for larger fonts. Variety in font design positively affects perceived usability Variety in font design positively affects willingness to use A final feature of EA investigated is the impact of on a portable browser or program on and . Two divergent views of this factor are taken for this purpose. First, is a site that appears skilfully, deftly planned to have a comparatively extraordinary use of streaks to divide wares and with an application of quite suggestive images. Alternatively, the architecture is intuitive and explorative, having a comparatively little application of streaks and quadrangular forms while utilising additional imaginative images. An extra creative and unique architecture is considered by clients to be more graphically artistic, given the conceptual representations of [27] and [28].
Professional appearance negatively affects perceived usefulness Professional appearance positively affects willingness to use Lastly, while there are distinct factors that impact on , it is instructive to investigate the intervening impact of . Going by empirical findings, greater supposed usability presumably results in greater willingness to use.
Perceived usability positively influences the willingness to use

A. Research Design
This study uses a with a screening objective that facilitates determining the impact of the distinct variable via the application of a limited amount of trials (i.e., 16 trials). The investigation was structured and well composed with variables independently structured. Table 1 presents the total 1/16 th , together with the tags of the variables. The subjective responses in this study were examined by an online distributed survey. The utilised in the study were predicated on actual through the application of prevailing artefacts. They were about equal dimension to a typical cell phone display to enhance the experiment's external . As a way of strengthening the of the investigation, the were randomly offered to the population survey as a way to circumvent . Similarly, some mediating factors were included in the study to check for potential confusing impact.

B. Measures and Manipulations
The population survey was asked to rank 16 distinct for and to ascertain the influence of artistic architecture on and . The architecture of these displays had a mixture of eight autonomous factors, with each screen having a unique mix of features.
Autonomous Factors and Management 1.
This feature may read or . Two products are shown on the screen if the is .
displays that read feature four wares while displays that read hold three wares. This implies the difficulty of adding four wares on an screen while still maintaining readability.

2.
This variable may be having an options tab and a find tab located on the upper part of the display as well as a scroll tab beneath the display. Displays whose is have one additional find tab and another tab that offers choices for specifying constraints.

3.
This variable is rated as or , indicating if the wares are proportionately balanced in terms of arrangement on the display or otherwise.

4.
This variable is classified as or .
is utilised in displays having architecture while is the choice for displays having colour architecture. Variations in colour manifest behind the scene (e.g., scroll tabs) including the images.

5.
This feature is rated as consisting of the same size, black font. contains a font with differences in size and colour, and the font type will be bold. 6.
: indicates the extent to which the architecture of the display reflects an expert look. The value means the architecture appears skilfully deftly planned, having a comparatively extraordinary use of streaks to divide wares and with the application of quite suggestive images.
implies the architecture is intuitive and explorative, having a comparatively little application of streaks and quadrangular forms while utilising additional imaginative images. 7.
This variable is classified as or . The wares were rated equally as where displays include rankings for wares to circumvent inclinations occasioned by a ranking of wares. 8.
This feature is rated as or . Operational control concerning this variable is direct.

Evaluation of Related Factors
The two related factors: and were examined in this work according to the feedback of the population study. Reference [34] demonstrated univariate rules as consistent evaluation approach to ascertain attitude and affective feelings like career fulfilment disposition regarding commercials or products. As and may be described as an affective appeal concerning display architecture, it suffices that a univariate evaluation rule is adequate to summarise participants feedback. In the questionnaire, the two related factors were evaluated by propositions. Participants were asked to rate the individual , on a weight, where denotes complete dissent, and denotes full assent.

C. Analysis of Experiment
Design of Survey Instrument The data used for this experiment was sourced via a webbased inquiry generated through a web-based questionnaire program, . Social network sites were used to disseminate the questionnaires through an unnamed open connection to enable gathering a good number of respondents.
The demography of sample participants consists of lowincome literates within the 18-25 age range. To enhance the validity and reliability of the questionnaire [35], three experts in the field of study initially reviewed the data collection instrument and the sampling method. A trial investigation with the instrument was subsequently conducted using 11 participants. Refinement of the instrument was done using recommendations of respondents in the trial study concerning the organisation, precision of expression, as well as relevance [36].
Ninety-six participants took part in the inquiry while seventy-six participants completed the exercise, signifying an estimated . Most of these were recorded at the start of the second section, where participants were required to rank the on and . No were recorded for any question in two of the uncompleted questionnaires while the other questionnaires were checked for . The data collection instrument had statements in all with threshold for , indicating the acceptability of maximum .

Evaluation of Field Results
Having recoded and tidied the field results, a record of participants remained. Some of the key characteristics of the demographic and behavioural attributes of the participants in the sample are summarized in Fig. 2 , as well as were initially checked. was computed as a way of checking for amid the forecast factors. Estimates of and above shows the presence of issues within the forecast factors [37] while association concerning hypotheses were tested using Pearson's correlation analysis. A estimate between and is assumed low, between and is taken as average, while between and is regarded high. To circumvent multicollinearity, must be within the range of [38]. , as well as , were applied to examine hypotheses in the recommended framework for , , and with both and . The removal condition for is put at an that is above . Items having lesser are removed [39]. , , , as well as , were examined to ensure framework consistency [40]. was used in the study of the association concerning the [41]. This statistical method was thus chosen as suitable in this instance to validate the proposed constructs.
package was utilised in the evaluation of data analysis conventions, framework suitability tests, and .

IV. RESULTS AND DISCUSSION
A. MULTIPLE REGRESSION MODELS ON PERCEIVED USABILITY Table  2 shows the result of the full of on the eight (8) independent variables, together with two control variables: impact of reviews and effects of price, in the presence of five (5) interaction variables namely: , , , and , which respectively represent symmetry as perceived by male users, colour design as seen by males, ownership of food processor and willingness to use a food processor as viewed by male users, general interaction effects of symmetry and colour design.  Table 3 shows the result of the full multiple regression model of willingness to use (WtU) on the eight (8) independent screen variables, together with two control variables: impact of reviews and impact of price, with the addition of four (4) mediating factors believed to bear a minimal notable impact on WtU: , , and . The following observations are noteworthy from Table 3 above: Among the , 2 bear a major influence on WtU.
mediating factors likewise bear a substantial impact on WtU. Besides, the effect of and Interest in using a food processor is very noticeable. The impact of interfacing factor is very substantial. Similarly, the other mediating factor, likewise bears a convincing, notable influence on . The factor, , denotes a situation where participants own a and are further willing to use a . In such an instance, participants rank the substantially less relative to .
In comparison to Table 2, it is evident that Table 3 clarifies a greater measure concerning the variations in the output factor .

C Examination of Constructs
It is intended to determine the major effect of the , outlined in section 3.2.1, on and . Consequently, the results of Table 2 and Table 3 will be used to ascertain the veracity, or otherwise, of the constructs presented in section 2.3.

Classical Artistry (CA)
Interface designs with low screen density will lead to higher perceived usability Interface designs with low screen density will lead to a higher willingness to use In the , this implies for a , the null construct holds. From Table 2, it is seen that the impact of on was at a threshold . However, the Beta of the relationships is positive ( ), implying results in less . Thus, is discarded. Regarding the impact of on , similar argument prevails, i.e., . Moreover, the impact of bears no substantial influence on WtU, so is likewise discarded. The next construct is similarly formulated thus: Clear and simple navigation design positively affects perceived usability. Clear and simple navigation design positively affects willingness to use Validating the constructs of and , the of must be and . Although this hold in Table 2, for , the impact is observed as being very trivial, . Thus, is . Regarding WtU (Table 3), the effect of is substantially of higher consequence but distant from being . More so, the Beta in this model is non-negative contrary to a conjectured . Therefore, is similarly .
Symmetry positively affects users' perceived usability Symmetry positively affects users' willingness to use Artistic perceptions of males on symmetry are significantly different from females For the null construct to be accepted, the for is assumed and for and . From Table 2 and Table 3, it is noted that the observed is in contrast to the expected. Though, in Table 2, the impact of is asymptotically at a threshold . For the last construct, the interaction factor was calculated to ascertain its impact. Unfortunately, its was very trivial . In addition to previous discoveries on , the proposed constructs were notably .
Communicative Artistry(EA) , , as well as , constitute the factors under consideration.
The use of extreme short-wavelength colours positively influences perceived usability The use of extreme short-wavelength colours positively influences the willingness to use is assumed positive and relevant at for the proposed null construct to be in the affirmative. Though in the regression models of Table 2 and Table 3, the for is and relevant at threshold; unfortunately so, it is contrary to conjecture. Consequently, and are .

Regarding
, the proposed constructs are: Variety in font design positively affects perceived usability Variety in font design positively affects willingness to use The proposed constructs and are in the affirmative if the for is non-negative and . From Table 2, the for is indeed positive though, the impact is trivial, having a greater than . For the regression model of WtU (Table 3), the impact of is relatively very inconsequential . Since the computed is in contrast to the expected the proposed constructs and are .
Another factor related to communicative artistry is . The proposed constructs, in this case, are: Professional appearance negatively affects perceived usefulness Professional appearance positively affects willingness to use For to be valid, the computed is assumed nonpositive as well as noteworthy, while for it is considered non-negative and relevant. From Table 2, the B is positive, and the impact turned out as trivial, having a of . For the impact on WtU (Table 3) is non-negative as conjectured. Nevertheless, the impact is insignificant, having a , thereby leading to the rejection of and .
Impact of on In addition to the proposed constructs, it was similarly conjectured that the related factor bears a major impact on a similar related factor, , thus inducing the seventh construct: Perceived usability positively influences the willingness to use Since Tables 2 and 3 concentrate on examining  correlations amid the  and  factors,  the impact of on WtU is still to be tested. As a way of exploring this association, another is constructed having as a factor and as a forecasting factor. Table  4 shows the result of the model.  Table 4 suggests that incorporating as the only forecast factor in a clarifies to a greater extent the divergence in WtU compared to a of Table 2, having as its . One other fact deducible from Table 4 concerns the impact of on WtU, which is non-negative, given the for . Thus, the seventh construct is . Table 5 shows a summary of the constructs evaluation.

D Discussion
The impact on concerning , is while its effect on is . This outcome is due to the discovered in previous works, where clients' inclinations changed in response to job execution [15; 16; 22] since practically using a screen-based artefact is presumably somewhat akin to a job than ranking the of a portable display. Nevertheless, given the trivial impacts recorded, the presence of such an impact must be investigated in further works.
In contrast to , very fundamentally impacted as well as WtU. The impact in the two instances although happen to be non-negative, even though a non-positive influence was conjectured. This discovery is not yet reported in previous works. Whereas the impact of on was seen as slightly substantial at a threshold, the impact concerning and WtU was trivial at a threshold. At any rate, as a consequence of the outcomes, it is likely may bear a very marginal impact on as well as . Results affirmed that fundamentally impacted and WtU, even though the orientation of the impact differs from the conjecture. The variation may be accounted for via Hofstede's , where, for instance, the get , measured as being impressively remarkable. This assumption agrees with the remarks of [24] in which clients of communist origin are inclined to intense graphics, in contrast to clients of capitalist nations, like the Netherlands, who are inclined to a consistent and organised t. Conversely to , the remaining are remarkably very trivial, indicating an insignificant impact on or , even though appeared to bear a very marginal impact on . The last construct examined is the impact of on WtU, which turned out as being very substantial as confirmed by Table 4. Consequently, one may surmise that the two related factors, and WtU, are strongly associated. Thus, an increase in of the architecture of a portable display manifests in higher applications on such platforms. This result agrees with the conjectured impact.

CONCLUSION
This work does a joint evaluation of the different factors to show the impact of individual factors, as a way of creating an artistically-optimal customer display, as well as proffer suggestions regarding such enhancements. This observation s a missing link in empirical studies on m-commerce that this work filled and hence, its novelty. Standards in the artistic architecture of a portable display may be the starting point in achieving general as well as reliable procedures for portable gadgets architects which will consider all aspect of client display architecture.
It is intriguing to note that not a single one of the conjectured impacts related to both classical and communicative artistry, proposed and investigated holds. Can it then be surmised that artistic architecture bears no substantial effect on of portable websites as well as the programs on such platforms? Given the non-existence of significant impacts, such deduction will be accurate. Though, while not a single one of the artistry-based conjectures hold, computed outputs reflect substantial impacts. That the orientation of some of the effects is a reverse of the conjectured outcome is not suggestive that investigated factors bear no effect on and WtU.
, as well as of a program, turned out as two features with the highest impact. Also, the of wares arranged on a portable display similarly influenced the of a program. In the light of these discoveries, the simple summary is artistic architecture bears a substantial impact on of portable websites and programs as well as influences artefacts on such platforms.

A. Implications of Findings
The investigation revealed that artistic architecture impacts more positively on perceived usability of an mcommerce program or website and consequently boost the client's willingness to use. This outcome may have a corresponding definite escalation in the adoption rates with a resultant increase in the revenue accruing to the company. Evidence from the study similarly supports the variability in the influence of some display attributes in different circumstances. As an instance, overall, a common likeness was noted for neutral colour artistry. Meanwhile, additional examination of this effect revealed dissimilarity in gender preferences for artistic shades. Thus, there is a need to segment the clientele; understanding the different choices of the client is crucial in the architecture of a portable website or program.

B. Limitation of Study and Further Research
The online survey conducted for the investigation is noted as a limitation since it resulted in measuring only the subjective responses of respondents. Likewise, the demography of sample participants consists of low-income literates within the 18-25 age range and thus forecloses generalisation across the population strata. Conducting a more reflective investigation involving the different strata of the population is, therefore, recommended. This assists in gaining accurate knowledge regarding the dynamics of portable display sites and programs and its attendant impact on the artistic architecture on perceived usability and willingness to use. Furthermore, the approach used in this research is quantitative, which is considered inadequate in eliciting the latent causes for the observed outcome. Thus, research in this area may consider a qualitative research approach to gain more insight into the causative details concerning the association revealed in the quantitative approach,