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The Effect of the COVID-19 Pandemic on the Mobile Messaging Application Among Millennials in Public Universities in Malaysia

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  • Normalini Md Kassim

    (Universiti Sains Malaysia, Malaysia)

  • Wan Normila Mohamad

    (Universiti Teknologi MARA, Seremban, Malaysia)

  • Nor Hazlina Hashim

    (University of Malaya, Malaysia)

Abstract

Mobile messaging apps are currently a popular method in Malaysia for communicating while on the go, owing to its convenience, reliability, and contact-free feature of mobile application. Fueled by mobile internet and smartphone growth, mobile messaging apps have become a strong force in the mobile app sector, offering users an alternative to SMS-based texting paired with social media elements and enhanced features, such as group chats and photo sharing. The study was anchored using the unified theory of acceptance and use of technology 2 theory. A survey with 150 respondents and PLS analysis is used to determine the antecedents of mobile application continuance usage during the COVID-19 pandemic. The results revealed that there is an influence in the usage of mobile messaging apps among the younger generation in Malaysian public university students during the COVID-19 pandemic. The main implication shows that mobile application among young generations in public universities has become popular. The convenience usage of the internet has turned the world into a global village.

Suggested Citation

  • Normalini Md Kassim & Wan Normila Mohamad & Nor Hazlina Hashim, 2022. "The Effect of the COVID-19 Pandemic on the Mobile Messaging Application Among Millennials in Public Universities in Malaysia," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 18(1), pages 1-21, January.
    • Handle: RePEc:igg:jeis00:v:18:y:2022:i:1:p:1-21
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    References listed on IDEAS

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    1. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    2. Lingming Chen & Md. Salamun Rashidin & Fei Song & Yi Wang & Sara Javed & Jian Wang, 2021. "Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model," SAGE Open, , vol. 11(2), pages 21582440211, June.
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