How Web Content Types Improve Consumer Engagement through Scarcity and Interactivity of Mobile Commerce?

Abstract

The emergence of various web contents gives customers influence according to characteristics. The characteristics of the content can distinguish the three types of commerce: branded content-type commerce, review content-type commerce, and home shopping content-type commerce. The purpose of this study is to identify the difference between customer engagement and reuse intention according to the three types of content characteristics. To identify the research questions, we conducted experiment and survey for three different commerce types. Randomized participants were exposed to different three web contents. Analysis of variance (ANOVA) was applied to compare three groups on average to analyze the differences between those groups. After testing the manipulation of experiment, structural equation modeling for various antecedents was performed. Interaction had a positive effect on engagement, as we prove within the paper. Content information had a positive impact on engagement, as you can see within the research. The effect of attention on engagement was confirmed as positive. Results of analysis proved our hypotheses; thus, scarcity of time had a positive effect on engagement and scarcity of quantity had a positive effect on engagement, as we prove within the paper. Ubiquity has a positive effect on engagement. System quality positively affects engagement. Ease of use has a positive effect on engagement. Consumer engagement had a positive effect on reuse intention. Finally, there are differences among the three kinds of mobile commerce as a conclusion within the findings.