Abstract: This research aims to examine Malaysian consumers mobile commerce continuance intention by integrating the Expectation-Confirmation Model (ECM) with personal innovativeness. Data was collected from 122 consumers who had prior experience using mobile commerce activities and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) technique. Findings revealed that satisfaction and personal innovativeness were found to be significantly related to continuance intention, explaining 36% of the variance. Surprisingly, perceived usefulness was found to have no significant relationship with continuance intention. Finally, limitations, recommendations for future research and implications of the study are also elaborated.
Azyanee Luqman, Razli Che Razak, Mohammad Ismail and Mohd Afifie Mohd Alwi, 2016. Continuance Intention of Mobile Commerce Usage Activities: Does Personal Innovativeness Matter?. The Social Sciences, 11: 2817-2827.