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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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