The Impact of Perceived Interactivity and Intrinsic Value on Users’ Continuance Intention in Using Mobile Augmented Reality Virtual Shoe-Try-On Function

In response to the rapid growth of mobile Internet, online retailers have created better shopping experiences through new technologies. These shopping experiences are the product of the new interaction methods created by new technologies and the intrinsic value of these technologies. To achieve a better understanding of how new technologies improve consumers’ intention to use them continuously, this study established a theoretical model of how consumers’ perceived interactivity affects intrinsic value, which then affects attitudes, and ultimately contributes to the theoretical model. Within the perceived interactivity construct, there is perceived control, personalization and responsiveness, and as part of the intrinsic value construct there is playfulness and aesthetics. The results demonstrate that intrinsic value and perceived interactivity play important roles in predicting consumers’ attitudes and continuance intention to use new technologies applied to mobile e-commerce, but do not include perceived control in perceived interactivity. To highlight the results of this study, relevant enterprises or practitioners may use the findings to design or improve the features of existing mobile apps to provide better services and experiences to consumers based on their internal perceptions.

Adoption of Video Learning SOPs: Evidence from the Financial Sector with UTAUT Perspective

As a highly regulated sectors, banks should be able to manage various risks by implementing Good Corporate Governance through detailed Standard Operating Procedure (SOP). Currently, financial sectors in Indonesia are dominated by Millennial’s workforce whom prefer digital way of communication rather than conventional reading. Thus, one multinational bank in Indonesia implements Video Learning SOPs to accommodate Millennials. The purpose of this study is to understand the adoption of Video Learning SOPs in financial sector using UTAUT. The study is quantitative research with availability sampling. 1077 respondents gathered using online questionnaire and analyzed using Partial-Least Square Structural Equation Model (PLS-SEM). Perceived interactivity was included as additional factors and the moderation of Age also analyzed. The results showed that there was significant relation between Performance Expectancy, Effort Expectancy, Social Influence, and Perceived Interactivity with Behavioral Intention to use Video Learning SOPs whereas Perceived Interactivity and Performance Expectancy also significantly impact it. It also revealed that there was positive but insignificant moderating effect of Age on the Behavioral Intention to use Video Learning SOPs. This research is among the first that reveals significant factors that impacting the adoption of Video Learning SOPs in a highly regulated industry.

Enhancing brand loyalty through online brand communities: the role of community benefits

Purpose This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan. Design/methodology/approach The proposed model was empirically evaluated using survey data collected from 332 followers of the SBL teams’ Facebook pages on their perceptions of brand communities. Structural equation modeling was used to examine the relationships in the research model. Findings The results suggest significant relationships between perceived interactivity and community benefits, including special treatment, social influence, sense of membership and the notion that community satisfaction has a strong and positive effect on brand loyalty. Both social influence and a sense of membership positively affect community satisfaction. However, special treatment negatively affects community satisfaction. Perceived interactivity positively affects a sense of membership and social influence, which, in turn, positively affect community satisfaction. Originality/value This study examines the effects of members’ perceived interactivity and community benefits. The results significantly advance the understanding of the antecedents of members’ loyalty to specific brands. The study offers insights into practical ways of improving community satisfaction and brand loyalty by running brand communities on social networking sites. The findings also augment the theory of brand management.

Time flies when chatting online: a social structure and social learning model to understand excessive use of mobile instant messaging

PurposeWidespread concerns about excessive use of mobile instant messaging (MIM) have inspired research in different disciplines. However, the focus thus far tends to be on diagnostics and cognitive predictors. There is little understanding from the socio-technical perspective to capture the drivers of excessive use of MIM. To address this research gap, the authors aim to enrich existing literature by adopting a social structure and social learning model (SSSLM) to understand the excessive use of MIM. The authors argue that excessive MIM use is developed and reinforced in highly interactive online communication, through a social learning process.Design/methodology/approachThe authors conduct a cross-sectional online survey to validate our proposed research model on excessive use of mobile instant messaging (MIM). 368 valid responses are obtained from active MIM users in China.FindingsThe results suggest that highly interactive MIM creates a technology-based social structure that facilitates the social learning process of excessive technology use. The influence of perceived interactivity of MIM on excessive MIM use is mediated by a series of contextualized social learning factors. Furthermore, the influences of perceived interactivity on social learning factors are moderated by MIM use experience.Originality/valueThe authors contribute to literature in related fields by highlighting the crucial role of social learning in facilitating excessive technology use. The authors contribute to the social structure and social learning model by contextualizing it into the context of excessive MIM use. Design guidelines are provided with a purpose to inhibit excessive use of MIM.

Impact of perceived interactivity and perceived value on mobile app stickiness: an emerging economy perspective

Purpose The purpose of this paper is to ascertain the determinants of mobile app stickiness (MASS) in emerging economies. Design/methodology/approach The study proposes a research model about how perceived interactivity (PI), perceived value, flow and self-efficacy influence MASS. The proposed model is then assessed in partial least square structural equation modeling using a survey sample of 587 mobile app users in India. Follow-up in-depth interviews are conducted to corroborate with statistical findings. Findings PI does not exert a significant direct influence on MASS. Rather, it is through perceived hedonic and utilitarian values and flow, which magnifies MASS. Also, mobile app users in emerging economies perceive an app to be interactive based on the app’s higher degrees of connectedness, non-verbal information and responsiveness, and not so much as reciprocity and control. Research limitations/implications Besides the demographic and geographic limitations of the sample, the study emphasizes only the positive cursors of MASS, such as value and loyalty benefits. It presents a future scope to empirically examine stickiness using negative cursors, such as identity theft, stress and health issues. Practical implications The study serves as a potential landscape for mobile app developers, consultants and service providers to identify unique daily-life requirements for mobile apps in emerging economies. Social implications The study creates a case for the mobile-commerce industry to consider socio-economic and socio-environmental factors while developing mobile apps for emerging economies. Originality/value Given the recent growth of mobile devices, services and broadband connectivity in emerging economies, this study provides a new perspective about different factors leading to MASS.

Voices of the unsung: The role of social presence and interactivity in building empathy in 360 video

360 video is considered an “empathy machine,” in part because it places audiences in the perspective of the other. Despite its popularity, its influence on empathy is not fully understood. Two possible mechanisms driving empathy within 360 video are social presence (sense of being with others) and interactivity (degree of control over media content). To elucidate how 360 videos can encourage empathic outcomes through these factors, a 2 (social presence: high/low) × 2 (interactivity: high/low) between-subjects experiment ( N = 110) was conducted testing 360 videos about Alaskan climate change refugees. Results demonstrate that social presence contributes to prosocial behaviors (donations) through empathic concern, an effect augmented by interactivity. Unexpectedly, the social presence manipulation also contributed to greater perceived interactivity. Collectively, results are promising and elucidate the role of social presence and interactivity in immersive storytelling.

Effects of Interactivity on Consumer Behavioral Intention in Mobile Social Commerce in China

The authors study the effects of perceived interactivity on consumer behavioral intention according to the characteristics of consumer behavior in mobile social commerce. Results indicate that the intensity of information interaction has significant and positive effects on the depth, breadth, and novelty of consumer recommendations and reviews. The intensity of interpersonal interaction has significant and positive effects on community-based trust and response intensity. Information interaction has significant and positive effects on interpersonal interaction and suggestion adoption. Findings also reveal the relationship between interactivity and consumer behavioral intention in mobile social commerce. The conclusions provide theoretical support for studying how these constructs interact with each other.

Understanding Students’ Intention to Use Mobile Learning at Universitas Negeri Semarang: An Alternative Learning from Home During Covid-19 Pandemic

Coronavirus Disease (Covid-19) pandemic influenced education systems throughout the world, including in Indonesia. It makes the universities and schools go online for their teaching-learning process. Therefore, mobile learning can be an alternative solution to carry out the teaching and learning process as suggested by the government. The purpose of this study was to explore empirically mobile learning acceptances based on Technology Acceptance Model (TAM) with satisfaction as the mediating variable. The population of this study is 250 Economics Education students at Universitas Negeri Semarang. The sample was taken by purposive sampling with the criteria of students who have used mobile learning in supporting their learning activities. Structural Equation Model (SEM) with AMOS 24 was performed to analyze quantitative data. The results showed that from 6 hypotheses, there are 5 accepted hypotheses; they are; perceived ease of use, perceived usefulness, and perceived interactivity have positive and significant effects on the intention to use mobile learning. The mediating variable (satisfaction) is successful to strengthen the influence between perceived ease of use and intention; and perceived usefulness and intention. However, satisfaction is rejected to mediate perceived interactivity and intention to use. Stakeholders should improve students’ satisfaction in their learning activities. The limitation of this study was the research results cannot be easely generalized in other contexts. In the future, other researchers can add other factors to examine better technology acceptance.