A Study On Analysis And Measuring Method Of The Influencing Factors Making Users Trust Mobile Commerce

Trust is the key to the success of electronic commerce. In the meantime, trust has become a field favored by many researchers and there are many mature results of it. With the development of mobile telecom technology and markets, the popularization of handsets, the pattern of e-commerce market is changing gradually; we are entering m-commerce age. The difference between computers and mobiles makes it difficult to copy the traditional internet e-commerce completely to m-commerce, and the research of influencing factors of trust in m-commerce, and the analysis of the reason of trust in m-commerce and its possibility, is a new field in research.This thesis is based on the previous researches on the trust of customers in the contexts of traditional B2C e-commerce, and the differences between m-commerce and e-commerce. It summarizes the factors of customer trust in m-commerce in four aspects: individual customers (including trust propensity and familiar), mobile sellers (the reliability of mobile sellers), websites/intermedium (including context, perceived ease of use, perceived usefulness, website connection, and security) and environment (including the level of mobile technology and the reliability of third-party), 10 influencing factors in sum. Based on these variables, the theory model is set up.The questionnaire survey is adopted and 200 effective samples have been collected. The research hypotheses are mostly supported and confirmed by the results of the statistical analysis. The results of this empirical research indicate that the most important factors of positively affecting initial trust: the level of mobile technology, familiar, the reliability of mobile sellers, the reliability of third-party and the perceived usefulness.At last, based on the result of empirical research, a measure model is built using fuzzy evaluating method, with certain evaluate indexes including factors mentioned in front. These indexes can evaluate the probability of customer's trust in a certain market context in quantify, and give reference for market decisions.