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

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.

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