What is Priming You in APP? The Study of Cultural Difference in Consumers' Self-construction and Perception by Exploring the Splash Screen Design for Mobile Banking Apps

As modern mobile technology advances, the significance of online banking continues to grow. Consumers can now conveniently conduct banking transactions anytime, anywhere through mobile devices, no longer restricted by the operating hours and locations of financial institutions. However, attracting customers from the very first interaction and encouraging continued usage is crucial for mobile banking apps. The initial screen that appears when the app is opened, known as the "Splash Screen," plays a key role in shaping users' first impressions. These impressions influence users' thoughts and evaluations of the mobile banking app, indirectly affecting user revisit rates and trust levels. This study utilizes cultural psychology to explore consumers' perceptions of the mobile banking app, understanding the emotional and perceptual differences influenced by culture. In Study 1, secondary data from the Splash Screens of numerous Taiwanese mobile banking apps were gathered, analyzing the frequency and screen coverage of visual elements to comprehend the design trends of Splash Screens in East Asian (Taiwanese) culture. In Study 2, a virtual bank's Corporate Identity System (CIS) was employed as material for a questionnaire survey using dual-factor analysis. The study investigated differences in consumer perceptions, emotions, and usage intentions regarding the thematic visual presentation of the mobile banking splash screen. Finally, culturally informed design recommendations for the Splash Screens of mobile banking apps are proposed, aiming to align with cross-cultural user needs. The goal is to establish a positive emotional experience and enhance user loyalty from the very first interaction with the mobile banking app.