An Empirical Analysis Of Factors Influencing Consumers' Trust In Mobile Commerce

As the rapid development of mobile devices'technology and wireless services technology, mobile commerce will be the next boom after e-commerce. Mobile commerce has been applied in China, but its business developed slowly. Lack of trust is a major obstacle in the development of mobile commerce. This research is under such circumstances, and aims to discover the factors that affect consumer trust, increase consumer trust in mobile commerce, and promote the development of mobile commerce.First, this research reviews many studies about trust, then introduce concepts of trust, categories of trust, and trust model of e-commerce and m-commerce. On the basis of many literature reviews, this research found some factors influencing trust in mobile commerce, including technology of mobile devices, Web site characteristics, Vendor characteristics, technology of wireless services and consumer characteristics, and then organized them into a consumers'trust model in m-commerce.Secondly, this research conducted empirical study on consumers. This research has sent 220 questionnaires, and recovered 220questionnaires. There are 158questionnairs except the incompetent ones.Finally, using descriptive analysis, factor analysis, reliability analysis correlate analysis ,? validity analysis and multiple regression analysis, this research verified the correctness of hypotheses and obtained several findings:(1) The consumers who usually use the m-commerce focus on young people who have high educations.(2) Readability of display has none or little impact on consumers'trust in m-commerce.(3) technology of mobile devices, Web site characteristics, Vendor characteristics, technology of wireless services and consumer characteristics have positive impacts on consumers'trust in m-commerce.(4) Vendor characteristics has the biggest impacts on consumers'trust, consumer characteristics and Web site characteristics are next, then technology of wireless services and technology of mobile devices. The impact of vendor characteristics, consumer characteristics and Web site characteristics on consumers'trust is particularly notable. In the end, this research gives some recommendations to enhance consumers'trust in mobile commerce, hoping to promote the development of mobile commerce in China.