Abstract:
With the intense competition in the mobile applications (apps) market, it is imperative for app
providers to understand how visual stimuli from their apps can create a positive first impression
and enhance the app download rates. In the present study, the mechanism through which visual
complexity influences mobile app download intention is examined. Using a combination of
convenience and snowball sampling, 218 participants were recruited to take part in a singlegroup
post-test only quasi-experimental design. The findings of the study showed that visual
complexity influences mobile app download intentions through the mediating role of two futureoriented
emotions (i.e. hope and anticipated regret). Additionally, the study showed that the
indirect effect of visual complexity on download intentions was moderated by feature overload
with the importance of visual complexity significantly reducing as perceptions of feature overload
increases. The proposed model explained 46% variance in the intentions to download a mobile
app. The findings not only provide practical insights for mobile app developers and publishers but
also theoretical insights on consumer decision making in the pre-use context of mobile apps.
