Research On The Initial Trust Factors Of Consumers Of Mobile Commerce In China

Mobile business has shown great potential with the rapid development of mobile equipment and wireless service technology. In China, Mobile commerce has already implemented in some areas, however its business developed very slowly and the lack of consumer trust has become an obstacle to the development of mobile commerce. Therefore, this dissertation through research the initial trust factors of consumer in mobile commerce to find how to improve the consumers'initial trust and promote the development of mobile commerce in China.This paper based on the theories of mobile commerce and the models of initial trust factors which established by both Chinese and foreign scholars, building a model of mobile commerce consumer initial trust in China. This model is verified by issuing questionnaires and then according to the SPSS analysis to obtained the initial trust factors of mobile commerce. Finally, some suggestions are showed to increase consumers'initial trust in China.There are five parts in this dissertation. Firstly, to summarized the related theories of consumer initial trust factors in mobile commerce. Secondly, to analyzed the consumer initial trust factors in mobile commerce. Thirdly, it established a model of consumer initial trust mobile commerce in China. Fourthly, verify the model by questionnaires. Fifthly, to discuss the results and give to suggestions to increase consumer initial trust in China.After data analysis and hypotheses verification, some conclusions are arrived as follows: firstly, the consumers'initial trust in mobile commerce in China is effected by the reputation of mobile commerce website, practicability and usability, customization services, related links, interactive, attractive incentives, tend of Consumers'trust, legal environment and security of privacy. Secondly, different education and genders of consumers significantly impact on consumers'initial trust in mobile commerce. At last, there is no significant effect between different age and occupations of consumers in their initial trust in mobile commerce.