The Future of Mobile Commerce Application in a Post Pandemic Period; An Integrative Model of UTAUT2

The massive adoption of mobile commerce during the COVID-19 period has become only way for consumers to sustain their consumption. However, as we enter endemic phase, continuity this modern shopping mode is still questionable, whether continue use it or discontinue it. To address issue, integrate Unified Theory Acceptance and Use Technology 2 (UTAUT2) Self-Determination (SDT) empirically predict antecedents consumers' continuous usage m-commerce in a post setting. Through an online survey, primary data was collected from 202 Indonesia who had at least twice purchased via application last six months. then analyzed using variance-based structural equation modeling technique (SEM-PLS). results showed that all nine identified constructs UTAUT2 (performance expectancy, effort social influence, hedonic motivation, habit) SDT (autonomy, competence, relatedness) positive significant impact on intention among Indonesian users affirm prior research findings well. Furthermore, habit found be strongest predictor influencing consumer behavior towards applications. This finding provides further enrichment theory based integrated models. Practically, current are essential marketing strategies they add novel insights pertaining expenditure through apps post-COVID-19 emerging markets.