Dataset for "The Effects of Visual and Intelligent Design Factors on Continuance Intention Toward Mobile AI Interfaces"

This dataset contains questionnaire data collected for the study “The Effects of Visual and Intelligent Design Factors on Continuance Intention Toward Mobile AI Interfaces.” The study examines how visual and intelligent design factors of mobile AI interfaces influence users’ perceptions and continuance intention. AI capsules were used as the experimental interface context to investigate these relationships across four interface scenarios. The dataset includes respondents’ demographic information and questionnaire responses collected under the four experimental scenarios. Data structure and variable definitions: The dataset includes two categories of design factors. Visual design factors consist of Color Sophistication (CS), Virtual Material Realism (VMR), and Motion Quality (MQ), while intelligent design factors consist of Interaction Proactiveness (IP) and Contextual Adaptability (CA). Perceptual variables include Perceived Intelligence (PI) and Perceived Premium Quality (PP), and Continuance Intention (CI) represents the outcome variable. Each variable is measured using four questionnaire items. The repeated blocks of scenario and measurement variables correspond to the four experimental interface scenarios evaluated by each respondent. The questionnaire items assess different aspects of mobile AI interface design and user perception. Color Sophistication measures color harmony, color transitions, visual distinction, and attractiveness. Virtual Material Realism measures perceived materiality, transparency, three-dimensional appearance, and realism. Motion Quality assesses animation smoothness, dynamic rhythm, and consistency with operational expectations. Interaction Proactiveness and Contextual Adaptability measure proactive assistance, timely prompts, and the relevance of the AI capsule to users’ current tasks and contexts. Perceived Intelligence evaluates intelligent understanding, judgment, logical behavior, and perceived intelligence, while Perceived Premium Quality assesses perceived quality, conciseness, distinctiveness, and premium characteristics. Continuance Intention measures satisfaction, continued usage intention, future usage frequency, and willingness to recommend the AI capsule. The questionnaire items were developed or adapted with reference to existing literature, including Moshagen and Thielsch (2013), Fleming (2014), Hussain and Park (2023), Ngo et al. (2003), Park et al. (2011), Zhang et al. (2022), Komiak and Benbasat (2006), Horvitz (1999), Dey (2001), Niu and Nkoulou (2025), Chen et al. (2025), and Lee and Koubek (2010).