The role of interactivity on customer engagement in mobile e-commerce applications
The role of interactivity on customer engagement in mobile e-commerce applications
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.
customer engagement behavior, Indonesia, interactivity, mobile e-commerce application, service quality
269-291
Utami, Ami Fitri
60e1962d-240f-4562-99c1-81eb643a86c8
Ekaputra, Irwan Adi
83858f5e-2c1f-4025-ac52-c23e817464e6
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Van Doorn, Sebastiaan
94365d6e-6675-4e31-8935-fbf4e147c691
March 2022
Utami, Ami Fitri
60e1962d-240f-4562-99c1-81eb643a86c8
Ekaputra, Irwan Adi
83858f5e-2c1f-4025-ac52-c23e817464e6
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Van Doorn, Sebastiaan
94365d6e-6675-4e31-8935-fbf4e147c691
Utami, Ami Fitri, Ekaputra, Irwan Adi, Japutra, Arnold and Van Doorn, Sebastiaan
(2022)
The role of interactivity on customer engagement in mobile e-commerce applications.
International Journal of Market Research, 64 (2), .
(doi:10.1177/14707853211027483).
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.
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Published date: March 2022
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Publisher Copyright:
© The Author(s) 2021.
Keywords:
customer engagement behavior, Indonesia, interactivity, mobile e-commerce application, service quality
Identifiers
Local EPrints ID: 500235
URI: http://eprints.soton.ac.uk/id/eprint/500235
ISSN: 1470-7853
PURE UUID: 49208749-e820-4774-b69b-7d19d8a11220
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Date deposited: 22 Apr 2025 17:16
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Ami Fitri Utami
Author:
Irwan Adi Ekaputra
Author:
Arnold Japutra
Author:
Sebastiaan Van Doorn
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