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ABSTRACT
Despite the significance of mobile interactivity in business success, not much literature has focused on distinguishing mobile interactivity (m-interactivity) from interactivity via fixed broadband Internet (e-interactivity). Accordingly, the current study attempts to build a new conceptual framework for m-interactivity. We explore several comprehensive dimensions of interactivity, and identify four key dimensions of m-interactivity by conducting both exploratory factor analysis and confirmatory factor analysis. We establish the influence of m-interactivity on the consumer response variables of enjoyment, satisfaction, and loyalty, as well as the relationships among them.
Funding
Sujin Yang acknowledges financial support from Sungshin University.
Additional information
Funding
Notes on contributors
Sujin Yang
SUJIN YANG ([email protected]) is an assistant professor in the Department of Consumer Science and Living Culture, Sungshin University, Korea. Her research interests focus on consumer behaviors in the information-technology–related retailing and advertising channels.
Yun Jung Lee
YUN JUNG LEE ([email protected]; corresponding author) is an associate professor of marketing at the Willumstad School of Business, Adelphi University. Her research interests include online versus offline consumer behavior, consumers’ information search behavior, health-care marketing, social media marketing, and customer experience management. She has published in Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, Journal of Health Communication, Advances in Consumer Research, and others.