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Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications

These days, technology has a significant role in the success of selling and buying goods through m-commerce applications. Therefore, this study aims to study the impact of dimensions of M-interactivity on customers’ engagement in m-commerce and the effect of customers’ attention in m-commerce on cus...

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Detalles Bibliográficos
Autor principal: Alghamdi, Abdulrahman Abdullah
Formato: Online Artículo Texto
Lenguaje:English
Publicado: PeerJ Inc. 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10280500/
https://www.ncbi.nlm.nih.gov/pubmed/37346710
http://dx.doi.org/10.7717/peerj-cs.1392
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author Alghamdi, Abdulrahman Abdullah
author_facet Alghamdi, Abdulrahman Abdullah
author_sort Alghamdi, Abdulrahman Abdullah
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description These days, technology has a significant role in the success of selling and buying goods through m-commerce applications. Therefore, this study aims to study the impact of dimensions of M-interactivity on customers’ engagement in m-commerce and the effect of customers’ attention in m-commerce on customer loyalty towards m-commerce applications. The questionnaire was distributed among Saudi citizens. The five hundred questionnaire links were distributed randomly among Saudi citizens. The partial least squares (PLS) were implemented to analyse the data to test the proposed hypotheses and get the rest of the results. The results revealed that the questionnaire used in this study was valid and reliable. Also, it revealed that active control, connectedness, responsiveness, and synchronicity positively impact customers’ engagement in m-commerce applications. Furthermore, it showed that ubiquitous connectivity and personalization do not positively impact customers’ attention in m-commerce. In addition, the results revealed that customer engagement positively impacts customer loyalty (LO) in m-commerce applications.
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spelling pubmed-102805002023-06-21 Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications Alghamdi, Abdulrahman Abdullah PeerJ Comput Sci Human-Computer Interaction These days, technology has a significant role in the success of selling and buying goods through m-commerce applications. Therefore, this study aims to study the impact of dimensions of M-interactivity on customers’ engagement in m-commerce and the effect of customers’ attention in m-commerce on customer loyalty towards m-commerce applications. The questionnaire was distributed among Saudi citizens. The five hundred questionnaire links were distributed randomly among Saudi citizens. The partial least squares (PLS) were implemented to analyse the data to test the proposed hypotheses and get the rest of the results. The results revealed that the questionnaire used in this study was valid and reliable. Also, it revealed that active control, connectedness, responsiveness, and synchronicity positively impact customers’ engagement in m-commerce applications. Furthermore, it showed that ubiquitous connectivity and personalization do not positively impact customers’ attention in m-commerce. In addition, the results revealed that customer engagement positively impacts customer loyalty (LO) in m-commerce applications. PeerJ Inc. 2023-05-22 /pmc/articles/PMC10280500/ /pubmed/37346710 http://dx.doi.org/10.7717/peerj-cs.1392 Text en ©2023 Alghamdi https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, reproduction and adaptation in any medium and for any purpose provided that it is properly attributed. For attribution, the original author(s), title, publication source (PeerJ Computer Science) and either DOI or URL of the article must be cited.
spellingShingle Human-Computer Interaction
Alghamdi, Abdulrahman Abdullah
Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title_full Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title_fullStr Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title_full_unstemmed Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title_short Studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
title_sort studying the dimensions of m-interactivity and customers’ engagement in m-commerce applications
topic Human-Computer Interaction
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10280500/
https://www.ncbi.nlm.nih.gov/pubmed/37346710
http://dx.doi.org/10.7717/peerj-cs.1392
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