TY - JOUR
T1 - The role of interactivity on customer engagement in mobile e-commerce applications
AU - Utami, Ami Fitri
AU - Ekaputra, Irwan Adi
AU - Japutra, Arnold
AU - Van Doorn, Sebastiaan
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study was funded by Universitas Indonesia, HIBAH PITMA-A (NKB-0813/UN2.R3.1/HKP.05.00/2019) and LPDP (Lembaga Pengelola Dana Pendidikan) Indonesia.
Publisher Copyright:
© The Author(s) 2021.
PY - 2022/3
Y1 - 2022/3
N2 - 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.
AB - 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.
KW - customer engagement behavior
KW - Indonesia
KW - interactivity
KW - mobile e-commerce application
KW - service quality
UR - http://www.scopus.com/inward/record.url?scp=85125066554&partnerID=8YFLogxK
U2 - 10.1177/14707853211027483
DO - 10.1177/14707853211027483
M3 - Article
AN - SCOPUS:85125066554
SN - 1470-7853
VL - 64
SP - 269
EP - 291
JO - International Journal of Market Research
JF - International Journal of Market Research
IS - 2
ER -