ABSTRACT
This study examines the factors influencing continuous intention to use mobile commerce applications in Malaysia during the COVID-19 pandemic. Drawing on the Unified Theory of Use and Acceptance of Technology (UTAUT), Task-Technology Fit Model (TTF), and Expectancy Confirmation Model (ECM), the multiple regression analysis indicated that Performance Expectancy (PE), Social Influence (SI), Perceived Task-Technology Fit (TTF), and Hedonic Value (HV) positively affect continuous intention to use mobile commerce applications. Contrariwise, Effort Expectancy (EE), Trust (TR), Confirmation (COF), and Perceived Risk (PR) did not predict continuous intention to use mobile commerce applications. Theoretical and practical implications are discussed in this paper. © 2022 ACM.