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

Abstract

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.