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

Alghamdi, Abdulrahman Abdullah

doi:10.7717/peerj-cs.1392

Cited by 2 publications

(1 citation statement)

References 36 publications

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“…Like a two-way dialogue, live streaming enables immediate engagement between those broadcasting and those watching, enabling viewers to observe and partake in firsthand product usage and demonstrations . This degree of interactivity nurtures a feeling of involvement and interaction, metamorphosing viewers from passive information recipients into active contributors within the shopping journey (Alghamdi, 2023).…”

Section: Introductionmentioning

confidence: 99%

From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

Andika,

Anisah,

Najmudin

et al. 2023

J. Theor. Appl. Manage.

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Objective: This study investigates how social presence elements, such as streamers, other viewers, and products, directly and indirectly influence consumers' impulse purchase behaviour in live-streaming commerce. Design/Methods/Approach: An empirical evaluation was conducted on the suggested model, utilizing survey responses from 205 live-streaming commerce users. Furthermore, the interconnections among the elements within the research framework were examined through SEM PLS version 3. Findings: The results show that social presence directly and significantly affects impulse purchase behaviour. This study also strongly links social presence with perceived usefulness and positive affect. In addition, the results show that perceived usefulness and positive affect significantly influence impulse purchase behaviour. Interestingly, perceived usefulness and positive affect serve as potential intermediaries linking the impact of social presence with impulse purchase behaviour. Originality/Value: This research explores the influence of social presence and several consumer psychological factors, such as perceived usefulness and positive affect, on impulse purchase behaviour in live-streaming commerce. While this area has rarely been a significant focus in previous literature, the speciality of this research is integrating the product dimension into the social presence framework. This initiative has yet to be found in the literature so far. With this approach, the research seeks to provide an in-depth understanding of how social presence elements such as streamers, other viewers, and products collaborate and directly and indirectly impact impulse buying behaviour. Practical/Policy implication: The results of this study offer a significant perspective for businesses in the e-commerce sector and individuals producing content for live-streaming commerce. This information can be used to create better approaches to encourage impulse buying behaviour and increase customer interaction. The interaction between social presence, perceived usefulness, and positive affect can be the basis for designing more efficient strategies.

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Section: Introductionmentioning

confidence: 99%

From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

Andika,

Anisah,

Najmudin

et al. 2023

J. Theor. Appl. Manage.

View full text Add to dashboard Cite

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Foodservice mobile application quality determinants’ impact on customer satisfaction and repeat usage intentions: The role of perceived risk

Ahn,

Slevitch,

Sung

2023

Tourism and Hospitality Research

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The current study aims to examine foodservice mobile commerce (MC) success model and investigate the relationships among its quality components, customer satisfaction, and repeat usage intentions in the restaurant context. The target population of the study was customers who had previous food delivery mobile application experience within the 12 months period. An online survey was conducted to collect the data and analyzed by the means of structural equation modeling. Ubiquitous connectivity, contextual offer, transaction accuracy, and content quality had significant positive impacts on customer satisfaction with food delivery mobile commerce application (MCA). The results also supported moderating effect of perceived risk on the relationship between customer satisfaction and repeat usage intentions. The study adds empirial evidence on the relationships between MCA quality components customer satisfaction. In addition, this study exaines the moderating role of perceived risk in the relationship between customer satisfaction and repeat usage intentions for food delivery mobile applications. The study can assist practitioners and MCA providers involved in the restaurant industry by showing how to configure quality components to satisfy customers and make them more willing to use food delivery mobile applications in casual dining restaurants.

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

Cited by 2 publications

References 36 publications

From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce

Foodservice mobile application quality determinants’ impact on customer satisfaction and repeat usage intentions: The role of perceived risk

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