Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping

Purpose This study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and synchronicity) on customer engagement. Design/methodology/approach 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. Findings 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. Originality/value 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.