This research investigates the role of interactivity and service quality toward customer engagement (i.e., co-developing, influencing, augmenting, mobilizing) in the context of mobile e-commerce applications (apps). Based on a survey of 717 mobile e-commerce app users in Indonesia, the study utilizes a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the conceptual framework. The findings show that interactivity positively related to all forms of customer engagement behavior (i.e., co-developing, influencing, augmenting, mobilizing), and service quality moderates the relationships between interactivity on augmenting and mobilizing. This study offers a more detailed understanding of the role of interactivity and service quality in each dimension of customer engagement. As such, this study complements prior insights on value co-creation in a multi-stakeholder service system.

本研究调查了交互性和服务质量在移动电子商务应用程序（应用程序）背景下对客户参与（即共同开发、影响、增强、移动）的作用。该研究基于对印度尼西亚 717 名移动电子商务应用程序用户的调查，利用偏最小二乘结构方程模型 (PLS-SEM) 的定量方法来测试概念框架。研究结果表明，交互性与所有形式的客户参与行为（即共同开发、影响、增强、动员）呈正相关，服务质量调节了增强和动员交互之间的关系。这项研究提供了对交互性和服务质量在客户参与的每个维度中的作用的更详细的理解。因此，