Differential Impact of Web and Mobile Interactivity on E-Retailers' Performance

Abstract

This study investigates the differential impact of machine and person interactivity in both

In-store mobile usage: Downloading and usage intention toward mobile location-based retail apps

“…The common concept of interactivity entails a sense of connection with users and making information available to them; interactivity has been considered a value vital to successful communication, marketing, advertising, web design, and mobile commerce (Cyr, Head, & Ivanov, 2009;Goggin & Spurgeon, 2007;Lee, 2005;Macias, 2003;Teo, Oh, & Liu, 2003). Previous researchers found that web interactivity and mobile interactivity affected e-retailers' operational performance (Gu, Oh, & Wang, 2013). Furthermore, interactivity has been shown to have both cognitive or utilitarian (e.g., Kim & Niehm, 2009;Sicilia, Ruiz, & Munuera, 2005) and affective or hedonic (e.g., Koufaris, 2002;Menon & Kahn, 2002;Yoo, Lee, & Park, 2010) effects.…”

The Effects of Adopting and Using a Brand's Mobile Application on Customers' Subsequent Purchase Behavior

“…He finds that all the elements but personalization increase customers' trust in mobile commerce, which in turn improves attitudes toward, and behavioral intentions to, engage in mobile commerce. Gu, Oh, and Wang (2013) discuss the natures and benefits of machine interactivity and person interactivity. Machine interactivity refers to interactions between humans and the medium.…”

Trust and satisfaction: the keys to client loyalty in mobile commerce

“…) Transaction at static environments (at home, office, etc.) Gu et al (2013) Further customization (the mobile is a personal tool) Less customization (the computer is a personal or corporate tool) Choi et al (2008) Access to a wider target Access to a more restricted target Liébana-Cabanillas et al (Davis et al, 1989;Rogers, 1995) and as a personal determinant when adopting m-commerce ( Jeong et al, 2009;San-Martín and López-Catalán, 2013). Previous research has shown that the propensity to use ICTs and, in general, the willingness to adopt new technologies are factors that have contributed to the development of m-commerce (Agrebi and Jallais, 2015;Bruner and Kumar, 2005;Thakur and Srivastava, 2013;Zhou, 2011).…”

“…When shopping via mobile devices, differences in information between the buyer and the seller could be even more pronounced, since the buyer faces a series of disadvantages that would not occur in an offline environment, such as: failure to touch and test the product/service, distrust in payment and transmission of personal information through these devices, lack of experience in purchasing via this channel, lack of knowledge, unstable internet connections, among others (Gu et al, 2013;San-Martín, 2015). All of the above can transfer fear and a perception of opportunism to the customer in the context of m-commerce (Chemingui and Ben lallouna, 2013;Thakur and Srivastava, 2013).…”

“…Propensity to use ICTs in m-commerce First, we must recognize the propensity to use ICTs as a key variable in the literature on the technology acceptance model and the diffusion of innovation theory Faster and more stable internet connection (internet access through internet by cable or Wi-Fi) Gu et al (2013) Increased costs associated with its use (perception of different levels of internet connection fees)…”