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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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