Yes / Purpose – This study aims to examine the impact of mobile interactivity dimensions (active
control, personalization, ubiquitous connectivity, connectedness, responsiveness, and
synchronicity) on customer engagement.
Design/methodology/approach – A quantitative field survey study was conducted to collect
the required data from actual users of mobile shopping in three countries: Jordan, the United
Kingdom (UK) and Saudi Arabia.
Findings – The results are based on structural equation modelling and support the impact of
five dimensions of mobile interactivity: active control, personalization, ubiquitous
connectivity, responsiveness, and synchronicity.
Research limitations/implications – This study only considered the shopping activities
conducted by mobile channels, while other channels (e.g. online channels, traditional channels,
and social media shopping channels) are not considered. Furthermore, the current model does
not consider the impact of personal factors (e.g. technology readiness, self-efficacy, user
experience). The results of the current study present a foundation that can guide marketers and
practitioners in the area of mobile shopping.
Originality/value – This study enriches the current understanding of the impact of mobile
interactivity on mobile shopping, as well as how mobile interactivity can enhance the level of
customer engagement.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/17609 |
| Date | 16 January 2020 |
| Creators | Alalwan, A.A., Algharabat, R., Baabdullah, A.M., Rana, Nripendra P., Qasem, Z., Dwivedi, Y.K. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | © 2020, Emerald Publishing Limited and permission has been granted for this version to appear here: https://bradscholars.brad.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. |
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