Special Section CfP: How does mobile application interactivity matter?


Information technology advancement, internet revolution and mobile phone penetration have enabled organisations to revolutionize their service delivery patterns (Shankar and Jebarajakirthy, 2019; Shankar et al., 2020). Organisations are using a variety of innovative electronic channels to enhance consumer reachability and achieve competitive advantages in a cost-effective manner. Mobile applications are the most promising channel with greater degrees of ubiquity and localization (Koenig-Lewis et al., 2010). Mobile applications are beneficial for both service providers and consumers. They enable consumers to access customized services anytime from anywhere, and allow organisations to provide cost-effective and time-efficient services to consumers (Laukkanen and Kiviniemi, 2010).

In the absence of face-to face interaction, the success of mobile commerce heavily depends on the interactivity of the mobile application. In the context of mobile commerce applications, interactivity refers to the layout of the application and contents affecting consumers’ experience while interacting with a mobile application (Coursaris and Sung, 2012; Lee et al., 2015 Islam et al.; 2019). Interactivity may conceptualized as multidimensional construct consisting of two major elements namely, feature orientation and perception orientation (Coursaris and Sung, 2012; Lee et al., 2015). Feature-oriented elements refer to functional characteristics of the application including, layout, navigation, content and customer support impacting application interactivity (Coursaris and Sung, 2012). However, perception-oriented elements include playfulness, perceived hedonic benefits, user control, technology frustration, consumer passion and responsiveness concerned with how consumers perceive interactivity (Cyr et al., 2009; Gao et al., 2010).

Bad design of a mobile application leads to technology frustration which negatively impacts the consumer evaluation of the service. Hence, marketers are keen to know how they can improve the feature-oriented interactivity and perception-oriented interactivity to reduce technology frustration and enhance consumer experience during consumer journey over mobile application platform.

The Call for Papers
This special section aims to explore how marketers can enhance consumer relationship quality by enhancing mobile application interactivity. This special section is particularly interested in experimental methods. Hence, the special section aims to fulfil following objectives:

• To explore the different theoretical models to explore feature-oriented interactivity and perception-oriented interactivity elements of mobile applications.

• To examine the impact of mobile application interactivity on consumer service evaluation.

• To challenge the existing framework of mobile application interactivity. • To examine the impact of technology frustration and consumer passion on consumer experience.

• To explore the impact of mobile application interactivity on consumer perceived value.

All submitted papers must follow the AJIS Author guidelines at http://journal.acs.org.au/index.php/ajis/about/submissions

Research Themes of the Special Section:
Submissions related to the following themes are welcome but are not limited to:

• Conceptualization of mobile application interactivity.

• Impact of bad application layout on technology frustration and the negative impact of technology frustration on consumer perception.

• Examining marketers’ efforts in providing interactive mobile applications.

• Impact of interactivity on consumers’ perceived value and brand relationship quality.

• Innovative application design for delivering financial and accounting services.

• Impact of mobile application layouts in different contexts such as, mobile retailing, mobile banking, mobile learning, mobile taxation, mobile health.

• Impact of mobile application interactivity on enhancement of mobile commerce adoption behaviour.

• Impact of application navigation on consumer engagement.

• How interactivity contributes to consumer value co-creation.

• Impact of mobile applications on consumer passion.

• How marketers can enhance interactivity to reduce consumers’ channel switching behaviour.

• Impact of interactivity on consumer experience during an online journey.

Deadline for paper submission: 31 October 2020.

1st Round Acceptances: 31 January 2021

2nd Round Review Submissions: 31 March 2021

Final Paper Acceptances: 30 April 2021

Special Section Editors:
Amit Shankar Department of Marketing Indian Institute of Management Visakhapatnam India Email: [email protected]
Charles Jebarajakirthy Department of Marketing, Griffith Business School, Griffith University, Australia, Email: [email protected]
Pooja Kumari FORE School of Management, New Delhi New Delhi, India Email: [email protected]