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Kumari. P. (2022). Impact of interactivity on
bookkeeping application adoption intention in new
normal: A consumption values perspective, Journal
of Electronic Commerce in Organizations.
The study aims to examine the effects of interactivity on users’ adoption intention via perceived consumption values
in the bookkeeping application context after post-pandemic. The study also investigates the moderating effect of
users’ involvement on the association between interactivity and perceived values. Data were collected using online
survey from 276 SMEs in India. The results indicated that application interactivity enhances users’ perceived
consumption values (functional, emotional, social, conditional, and epistemic), in turn adoption intention. Moreover,
users’ involvement positively moderates that association between application interactivity and consumption values.
The findings of the study suggest bookkeeping application service providers that which specific interactivity features
they should emphasize for enhancing users’ adoption intention. The study enriches interactivity, consumption
values, and users’ behavioural intention literature.
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