The Perceived Interactivity Of Mobile Application Impact On Users’ Behavior Intention

With the advent of the era of smart phones, mobile applications become numerous and diverse. Every day, thousands of mobile applications are downloaded. Therefore, the research about the user’s intention to use mobile applications is urgent and meaningful. In the marketing field, rare research is from the perspective of perceived interactivity of mobile applications to study user behavior intention. Many researches study Website’s perceived interactivity, however, because of the unique properties of mobile devices, perceived interactivity on mobile is quite different. It is important to declare and subdivide the definition of perceived interactivity on mobile applications, which is good for marketing and R&D staff to understand user behavior intention.On the basis of previous studies, this paper define the perceived interactivity of mobile applications and divide three dimensions:control, responsiveness, connectedness. Adding the variable trust into technology acceptance model to analyze how the perceived interactivity impact on user behavior intention. In order to verify the hypothesis of this paper, we conduct field investigations by questionnaire about Didi taxi app and use SPSS19.0 for data analysis, consequently, draw the following conclusions:The first, the perceived interactivity has three dimensions:control, responsiveness, connectedness, all of three can positively affect the user’s behavior intention. The second, trust, as an important variable in e-commerce, can mediate the relation between perceived interactivity and user’s behavior intention.Finally, on the basis of empirical study, we give the management recommendations for the marketers and designers of mobile applications, also, provide research directions for the future research.