Understanding Mobile Commerce Continuance Intentions: An Empirical Analysis of Chinese Consumers
Advancements in wireless communications have increased the number of people using mobile devices and have accelerated the growth of mobile commerce (m-commerce). This research aims to examine Chinese consumers' m-commerce continuance usage intentions by extending the Expectations-Confirmation Model (ECM). Additional variables such as perceived ease of use, perceived enjoyment, trust and perceived cost were added to the traditional ECM. Data was collected from 410 consumers who had prior experience using m-commerce. Structural equation modelling was applied to examine the proposed research model. The results showed that satisfaction, perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost and trust have significant influence on consumers' m-commerce continuance intentions. This research confirms the need to extend the traditional ECM when studying technology such as m-commerce. The results of this study will be useful for telecommunications and m-commerce companies in formulating strategies to retain their consumers.