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Kumari, P. (2022). How does interactivity
impact users’ engagement over mobile
bookkeeping application?,Journal of
Global Information Management.
Purpose of this study to examine the effect of
interactivity on users’ engagement towards mobile
bookkeeping application using stimulus organism
response (S-O-R) theory and technology acceptance
model (TAM). Further, moderation effect of users’
innovativeness was also examined. A total of 376
responses were analyzed for examining the proposed
hypotheses. The results exhibited that, application
interactivity enhances perceived usefulness (PU) and
perceived ease of use (PEOU), in turn users’
engagement. Moreover, users’ innovativeness
positively moderates the association between PU,
PEOU and user engagement. The study suggests
marketers how to enhance application interactivity to
enhance users’ engagement.
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