Continuance Intention in Mobile Commerce Usage Activities Among Young Malaysian Consumers
Azyanee Luqman, Cheam Chai Li
Faculty of Business and Management, Universiti Teknologi MARA
Razli Che Razak, Mohammad Ismail, Mohd Afifie Mohd Alwi
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan
Recent statistics revealed that mobile commerce usage activities were dominated by young consumers from the age group of 20 to 24 years old. Therefore, in the interest of long-term growth and profitability, mobile commerce application developers and service providers heavily compete with each other to ascertain the continued usage among the target users. However, unlike initial acceptance decision, the research in the context of continuance intention is still in its early stage. Continuance intention is equally important and depends on various factors that affect the individuals’ decision to continue using a particular technology. Hence, grounded by the Expectation-Confirmation Model, this study aims to examine the continuance intention of mobile commerce usage activities among young Malaysian consumers. Data were collected from 632 full-time university students and analysed using Partial Least Squares structural equation modelling technique. The result shows a significant relationship between the entire variable in the study. Perceived usefulness and satisfaction were found to be significantly related to continuance intention, explaining 29.6% of the variance. In detail, satisfaction was found to be the strongest predictor of continuance intention. Thus, to facilitate continuance intention among young consumers, it is suggested that mobile commerce application developers and service providers need to focus on building and providing mobile applications that would satisfy the consumers’ expectations to bring out the positive experiences among the consumers when engaging in mobile commerce usage activities.
Keywords: Continuance intention, Mobile commerce, Young Malaysian consumers, Perceived usefulness, Satisfaction