In terms of the theoretical contribution, our research suggests revamping the concept of device-functionality fit when it come to mobile devices by accounting for bolt hedonic and utilitarian aspects of mobile devices. In term of practical implication, our study highlights the importance of the social image that mobile devices create in the society for their users as well as the implication of look-and-feel aspects of mobile devices in shaping users perception of fit between functionalities of their mobile devices and their needs.