Modelling continuance intention in mobile commerce usage activities: An early insight

• Main Authors: Azyanee Luqman, Razli Che Razak, Mohammad Ismail, Mohd Afifie Mohd Alwi
• Format: Non-Indexed Article
• Published: TextRoad Publication 2016
• Online Access: http://discol.umk.edu.my/id/eprint/8455/; http://www.textroad.com/Applied%20Environmental%20and%20Biological%20Sciences.html

This article, which is based on a preliminary study, aims to examine Malaysian consumers’ continuance intention in mobile commerce usage activities by extending the Expectation-Confirmation Model (ECM). Data was gathered from 45 consumers who had prior experience using mobile commerce and analyzed using Partial Least Squares structural equation modelling (PLS-SEM) technique. Findings revealed that only satisfaction was found to be significantly related to continuance intention, explaining 68.6% of the variance. Surprisingly, perceived usefulness and personal innovativeness were found to have no significant relationships with continuance intention. Finally, limitation and suggestions for future research are also elaborated.