Evaluating Pinterest User Experience and Usability Using AttrakDiff and PLS-SEM

The rapid development of visual platforms such as Pinterest necessitates a comprehensive understanding of how functional and emotional aspects jointly influence users’ perception and engagement. This research addresses the gap in user experience (UX) evaluation of visually rich applications by examining the effects of Pragmatic Quality, Hedonic Quality-Stimulation, and Hedonic Quality Identity on the perceived Attractiveness of the Pinterest application. A quantitative approach was employed using the 28-item AttrakDiff instrument, based on data collected from a final sample of 524 valid respondents, predominantly aged 18–25 years, and using Pinterest several times a week. The data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS to examine the relationships among latent variables. The findings demonstrate that the structural model exhibits a high level of explanatory capability, with an R² value of 0.684. With all three UX dimensions exerting positive and statistically significant effects on Attractiveness. PQ shows the strongest influence (path coefficient = 0.457), followed by HQS (0.391) and HQI (0.112). These findings confirm that functional usability remains the primary driver of attractiveness on Pinterest, while hedonic qualities play a complementary role in enhancing user experience. Practically, this research suggests that designers and developers of visual platforms should prioritize efficient functionality while maintaining stimulating and identity-supporting elements to improve overall user appeal.