Loading...
Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping
Alalwan, A.A. Algharabat, R. Baabdullah, A.M. Rana, Nripendra P. Qasem, Z. Dwivedi, Y.K.
Alalwan, A.A.
Algharabat, R.
Baabdullah, A.M.
Rana, Nripendra P.
Qasem, Z.
Dwivedi, Y.K.
Publication Date
2020-03
End of Embargo
Supervisor
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.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
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.
Version
Accepted manuscript
Citation
Alalwan AA, Algharabat R, Baabdullah AM et al (2020) Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping. Journal of Enterprise Information Management. 33(3): 627-653.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article