Title: The effect of interactivity on the flow experience of mobile commerce user

Authors: Tao Zhou, Yaobin Lu

Addresses: School of Management, Huazhong University of Science and Technology, Wuhan 430074, China. ' School of Management, Huazhong University of Science and Technology, Wuhan 430074, China

Abstract: Mobile commerce user experiences are negatively affected by the constraints imposed upon mobile terminals. These constraints, which include small screens, inconvenient input and slow response, will affect usage and adoption behaviour. Drawing upon flow theory, this research examined the effect of interactivity on mobile user experience. The results indicated that two factors of interactivity, namely ubiquitous connectivity and contextual offering have significant effects on flow experience, including perceived enjoyment, and perceived control and attention focus. In addition, user|s self-efficacy significantly affects flow experience, further determining continuance usage.

Keywords: interactivity; mobile communications; flow experience; continuance usage; perceived enjoyment; m-commerce; mobile commerce; flow theory; perceived control; attention focus; mobile terminals.

DOI: 10.1504/IJMC.2011.040604

International Journal of Mobile Communications, 2011 Vol.9 No.3, pp.225 - 242

Available online: 07 Jun 2011 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article