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    Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping

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    Rana_JEIM (856.1Kb)
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    Publication date
    2020-03
    Author
    Alalwan, A.A.
    Algharabat, R.
    Baabdullah, A.M.
    Rana, Nripendra P.
    Qasem, Z.
    Dwivedi, Y.K.
    Keyword
    Mobile shopping
    Mobile interactivity
    Customer engagement
    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
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/17609
    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
    https://doi.org/10.1108/JEIM-07-2019-0194
    Type
    Article
    Collections
    Management and Law Publications

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