This study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and synchronicity) on customer engagement.,A quantitative field survey study was conducted to collect the required data from actual users of mobile shopping in three countries: Jordan, the United Kingdom (UK) and Saudi Arabia.,The results are based on structural equation modelling and support the impact of five dimensions of mobile interactivity: active control, personalization, ubiquitous connectivity, responsiveness and synchronicity. The impact of connectedness is not supported. The results also support the significant impact of customer engagement on customer loyalty.,This study only considered the shopping activities conducted by mobile channels, while other channels (e.g., online channels, traditional channels and social media shopping channels) are not considered. Furthermore, the current model does not consider the impact of personal factors (e.g., technology readiness, self-efficacy and user experience). The results of the current study present a foundation that can guide marketers and practitioners in the area of mobile shopping.,This study enriches the current understanding of the impact of mobile interactivity on mobile shopping, as well as how mobile interactivity can enhance the level of customer engagement.

中文翻译：

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在移动购物的背景下研究移动交互对客户参与度的影响

这项研究旨在检验移动互动维度（主动控制，个性化，无处不在的连接性，连接性，响应性和同步性）对客户参与度的影响。进行了一项定量现场调查研究，以从实际的移动购物用户中收集所需数据这三个国家是：约旦，英国（UK）和沙特阿拉伯。研究结果基于结构方程模型，并支持移动交互五个维度的影响：主动控制，个性化，普遍存在的连接性，响应性和同步性。不支持连接的影响。结果还支持了客户参与度对客户忠诚度的重大影响。本研究仅考虑了移动渠道进行的购物活动，而其他渠道（例如，在线渠道，传统渠道和社交媒体购物渠道）。此外，当前模型未考虑个人因素（例如，技术就绪，自我效能和用户体验）的影响。本研究的结果提供了一个可以指导移动购物领域的营销人员和从业人员的基础。该研究丰富了当前对移动交互对移动购物的影响以及移动交互如何提高移动购物水平的理解。客户参与度。