The role of interactivity on customer engagement in mobile e-commerce applications

Ami Fitri Utami, Irwan Ekaputra, Arnold Japutra, Sebastiaan van Doorn

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

This research investigates the role of interactivity and service quality toward customer engagement (i.e., co-developing, influencing, augmenting, mobilizing) in the context of mobile e-commerce applications (apps). Based on a survey of 717 mobile e-commerce app users in Indonesia, the study utilizes a quantitative approach using Partial Least Squares-Structural Equation Modeling
(PLS-SEM) to test the conceptual framework. The findings show that interactivity positively related to all forms of customer engagement behavior (i.e., co-developing, influencing, augmenting, mobilizing), and service quality moderates the relationships between interactivity on augmenting and mobilizing. This study offers a more detailed understanding of the role of interactivity and
service quality in each dimension of customer engagement. As such, this study complements prior insights on value co-creation in a multi-stakeholder service system.
Original languageEnglish
Pages (from-to)269-291
Number of pages23
JournalInternational Journal of Market Research
Volume64
Issue number2
Early online date28 Jun 2021
DOIs
Publication statusPublished - Mar 2022

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