Factors that influence continuous usage intention of mobile loyalty applications in Malaysia

Chuah, Lai Teik and Foo, Hui Lin and Tan, Jenny Mei Kee and Lee, Ling Ni and Yip, Yan Yee (2019) Factors that influence continuous usage intention of mobile loyalty applications in Malaysia. Final Year Project, UTAR.

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Abstract

In this modern era of globalization, Information Technology (IT) industry is growing rapidly and digital devices have been embedded in everyone daily life. In order to capture the market trend, many organizations have engaged in the development of mobile application software for mobile devices and are intended to switchtheir companies’ traditional loyalty schemes into digital-based loyalty schemes. However, the facilitation of customers’ continuous usage intention is important for the success of mobile loyalty applications.Therefore, this study concentrateson exploringthe factors that influence the continuous usage intention of mobile loyalty applications in Malaysia and the mediating role of satisfaction between perceived usefulness as well as continuous usage intention of mobile loyalty apps users. Some models that are related to information technology which consists of Expectation Confirmation Model and Technology Acceptance Model has been adopted in exploring the continuous usage intention of mobile loyalty apps. Additional independent variables are also added in this study to further investigate the continuous usage intention of mobile loyalty apps. Thus, a framework that consists of perceived usefulness, perceived ease of use, habit, perceived enjoyment, and satisfaction is developed which is anticipated to have a positive influence on continuous usage intention of mobile loyalty apps. Based on the outcomes from Partial Least Squares Structural Equation Modelling (PLS-SEM3), it has shown that all variables have positive influences on continuous usage intention of mobile loyalty apps in Malaysia except for habit and perceived enjoyment. Perceived usefulness is also proved to have positive influences on the satisfaction of using mobile loyalty apps. In conclusion, this research finding provided a better insight for future researchers and organizations on continuous usage intention of mobile loyalty apps.

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