Abstract
In the recent years, APPs (mobile applications) have been a new channel for brand marketing since the rise of the internet and various mobile devices. As previous research, customers’ personality traits play a crucial role on targeting market, and aesthetics is an important factor of APPs system design which result in different stimuli for users on their using experience. Although design aesthetics has received attentions, research on the relationship between design aesthetics and brand experiences on mobile apps is relatively sparse. As a result, this study seeks to investigate the effect of brand experience on different APPs aesthetic design. Also observes the moderation effect of different personality traits between aesthetic design and brand experience. This research proposes three aesthetic dimensions for mobile apps, including classical, expressive, and interactive aesthetics. Result indicated that these three aesthetic design have positive significant effect on brand experience. In addition, the result shows both conscientious and extraversion personality traits moderate between aesthetic design and brand experience. These findings can be applied to marketing strategy and decision-making for brand apps to provide insights for application or brand developers.