How Does Interactivity Impact User Engagement Over Mobile Bookkeeping Applications?

Pooja Kumari

Source Title: Journal of Global Information Management (JGIM)30(5)

ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781668445792|DOI: 10.4018/JGIM.301270

MLA

Kumari, Pooja. "How Does Interactivity Impact User Engagement Over Mobile Bookkeeping Applications?." JGIM vol.30, no.5 2022: pp.1-16. http://doi.org/10.4018/JGIM.301270

APA

Kumari, P. (2022). How Does Interactivity Impact User Engagement Over Mobile Bookkeeping Applications?. Journal of Global Information Management (JGIM), 30(5), 1-16. http://doi.org/10.4018/JGIM.301270

Chicago

Kumari, Pooja. "How Does Interactivity Impact User Engagement Over Mobile Bookkeeping Applications?," Journal of Global Information Management (JGIM) 30, no.5: 1-16. http://doi.org/10.4018/JGIM.301270

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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.