MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS 152 Continuance Intention in Mobile Commerce Usage Activities Among Young Malaysian Consumers Azyanee Luqman 1 , Razli Che Razak 2 , Mohammad Ismail 2 , Mohd Afifie Mohd Alwi 2 , Cheam Chai Li 1 1 Faculty of Business and Management, Universiti Teknologi MARA Cawangan Kelantan, Malaysia 2 Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia Abstract Recent statistics revealed that mobile commerce usage activities were dominated by young consumers from the age group of 20 to 24 years old. Therefore, in the interest of long-term growth and profitability, mobile commerce application developers and service providers heavily compete with each other to ascertain the continued usage among the target users. However, unlike initial acceptance decision, the research in the context of continuance intention is still in its early stage. Continuance intention is equally important and depends on various factors that affect the individuals’ decision to continue using a particular technology. Hence, grounded by the Expectation-Confirmation Model, this study aims to examine the continuance intention of mobile commerce usage activities among young Malaysian consumers. Data were collected from 632 full-time university students and analysed using Partial Least Squares structural equation modelling technique. The result shows a significant relationship between the entire variable in the study. Perceived usefulness and satisfaction were found to be significantly related to continuance intention, explaining 29.6% of the variance. In detail, satisfaction was found to be the strongest predictor of continuance intention. Thus, to facilitate continuance intention among young consumers, it is suggested that mobile commerce application developers and service providers need to focus on building and providing mobile applications that would satisfy the consumers' expectations to bring out the positive experiences among the consumers when engaging in mobile commerce usage activities. Keywords: Continuance intention, Mobile commerce, Young Malaysian consumers, Perceived usefulness, Satisfaction 1.0 Introduction The rapid increase in the use of mobile devices such as smartphones and tablet computers has made mobile commerce to grow at an explosive rate. Mobile commerce is undeniably one of the fastest-growing technologies after the birth of the Internet. Unlike its predecessor which is electronic commerce, consumers all over the world are no longer restricted to geographical constraints to engage in mobile commerce usage activities. The fact that mobile commerce provides ubiquity, which means that consumers can conduct transactions anytime, anywhere over wireless telecommunications networks, further boost up the number of mobile phone subscribers throughout the world. Specifically, in Malaysia, mobile commerce is still at a growing stage (Chong, Chan, & Ooi, 2012). According to Malaysian Communications and Multimedia Commission (MCMC), the number of mobile phone subscriptions increased from