The influence of individual characteristics in predicting mobile commerce usage activities’ continuance intention

There are relatively few prior post-adoption studies that delineate the influence of
individual characteristics on mobile commerce usage activities. Due to that, this article aims to
examine the continuance intention of mobile commerce usage activities among Malaysian
consumers by enhancing the original Expectation-Confirmation Model (ECM) framework. Apart
from maintaining the perceived usefulness construct, the research framework was extended by
incorporating individual characteristics construct, which comprise three factors, namely personal
innovativeness, expertise, and self-efficacy. Data was collected from 632 consumers and analyzed
using the Partial Least Squares structural equation modelling technique. Findings revealed that the
individual characteristics construct is secondary to satisfaction and a better predictor compared to
perceived usefulness in explaining 33.3% of the variance in continuance intention. Among the three
individual characteristics’ factors, self-efficacy denotes the highest beta value strengths, followed by
expertise, and personal innovativeness. Therefore, mobile commerce application developers should
focus on designing applications that would satisfy the consumers’ expectations as well as take
consumers’ individual characteristics into consideration owing to the fact that consumers’
differences change over time. Gaining a better understanding of consumers’ individual
characteristics would be valuable and beneficial for the providers of mobile commerce in
constructing effective marketing strategies to promote continued use among the consumers.