Year: 2022
Type: article
Study design: Observational Study
Abstract: Purpose of this study to examine the effect of interactivity on musers’ engagement towards mobile bookkeeping application using stimulus-organism-response (S-O-R) theory and technology acceptance model (TAM). Further, moderation effect of users’ innovativeness was also examined. A total of 376 responses were analyzed for examining the proposed hypotheses. The results exhibited that, application interactivity enhances perceived usefulness (PU) and perceived ease of use (PEOU), in turn users’ engagement. Moreover, users’ innovativeness positively moderates the association between PU, PEOU and user engagement. The study suggests marketers how to enhance application interactivity to enhance users’ engagement.
DOI: 10.4018/jgim.301270
Author: Pooja Kumari
Institution: Indian Institute of Management Visakhapatnam
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4229070834