Research On Dynamic Management Of MC Trust Resources

Abstract:China is basically a low trust society with social egoism. In contemporary society, people’s life tends to be more open and dynamic. The new institutional trust has not established while the old life style have already changed. The whole society’s trust has become less on the original low credibility base. With the rapid development of economy recently, the gap between rich and poor increases, and in the process some people seek their boundless avarice regardless of the basic social morals. These factors greatly decrease social trust, thus increase the cost of social transactions. It’s more difficult for the enterprise to obtain the customer’s trust, and any occasional mistake may cause the situation worse.Mobile commerce is in the ascendant, which is featured by regarding trust as the basic structural assurance of the mobile commerce development. However, due to its personalization and privacy by means of wireless communication network and mobile terminal equipment, it’s harder for the mobile commerce to establish and manage trust than other types of commerce. But the pitfalls of the internet in real life have caused a serious crisis of confidence for the mobile commerce.The lack of trust not only hinders the overall development of the industry, but also harms the enterprise’s own mid-and long-term interests and sustainable development. Therefore, issues such as the effective management of the trust from mobile commerce consumers, the establishment, maintenance and increase of consumers’ trust for mobile commerce need to be settled by the enterprises and the whole industry.The management of consumer’s trust is a dynamic development process. This dissertation is aimed at the use of resources and sustainable development, and from the perspective of resources, it divides the dynamic management process of mobile commerce trust into the following life cycle phases:the acquisition, accumulation, damage, repair and dissolution of trust resources, and conducts a systematic research into the evolution of each phase. In terms of the trust resources development in various phases, it establishes and makes an empirical study on the acquisition model, accumulation model, damage model, repair model and dissolution model of mobile commerce trust resources.In the acquisition phase, because the customer has no history of trading with the mobile commerce trader, so the consumer’s credibility and reliability on the trader, product and service mainly come from the indirect information and the consumer features. These factors can be divided into five types:business features (business scale, perceived responsibility), service features (compatibility, responsiveness), structure features (perceived security, perceived privacy protection), consumer features (disposition to trust, social normal), and the existing transferable trust. The results of the study show that except for compatibility, all the factors have a significant influence on the acquisition of mobile commerce trust resources.In the accumulation phase, the successful history of trading between the customer and the MC trader provides the most fundamental and most important material for gathering the trust information in the next deal. With the number and time of successful transactions increase, the customer gets more trust-related information, thus has a stronger judgment about trust. Based on TAM Theory, Theory of planned behavior, and Theory of Service Quality, this dissertation constructs a model of the accumulation of mobile commerce trust resources. It mainly analyzes the influences of factors including usefulness, convenience, responsiveness, reliability, empathy, perceived behavior control, perceived playfulness and disposition to trust have on the accumulation phase. The results show that perceived usefulness, perceived behavior control, perceived playfulness, responsiveness, empathy and disposition to trust will significantly affect the accumulation of MC trust resources.In the dissolution phase, we believe the result of dissolution of trust is No trust&No distrust. Based on Innovation Diffusion Theory, Experience Theory and Customer Relationship Theory, etc., this dissertation constructs a model to explore the reason of the natural dissolution of mobile commerce trust resources over time. Results show that the compatibility, flow experience, communication, impacts of new information and disposition to trust will significantly affect the dissolution of mobile commerce trust resources. Among them, the effects of compatibility, flow experience, communication and disposition to trust are negative, while the effects of new information impacts are positive; The flow experience has not only a direct influence on the dissolution, but also an indirect influence on the effects of compatibility and communication in the dissolution of mobile commerce trust resources.Based on the Disconfirmation Paradigm, this dissertation attributes the trust dissolution to the inconformity of customer’s perception and customer’s expectancy generated by the commitment of mobile commerce traders (refer in particular to customer’s perception inferior to expectancy). As for the repair of mobile commerce trust resources, the dissertation constructs a repair model on the basis of Disconfirmation Paradigm, Attribution Theory, Equity Theory and the existing trust repair theories. It conducts a systematic study on the effects and mechanism of customer’s disposition to trust, error attribution, expectancy, trust repair method and perceived equity in the process of trust repair, and makes an analysis and validation on the relationship between the variables in the model through empirical research. Results verify that the customer’s error attribution has moderating effects on whether the damaged trust can be repaired and its repair effect:trust dissolution of ability deficiency is more likely to be repaired than of credit deficiency, with a better repair effect, easier methods and mechanism. For the former, the simple use of emotional repair method and corrective repair can affect the customer’s perception of interaction justice, thus have a positive influence on the repair effect; For the latter, emotional repair positively affects the effect through interaction justice, informational repair positively affects the effect through outcomes justice and interaction justice, corrective repair positively affects the effect through outcomes justice, interaction justice and procedural justice. And in the two trust repair processes, the disposition to trust will have a positive influence on repair effect, while customer expectancy will have a negative influence on the effect, and a partly indirect effect on the repair process of the disposition to trust.