An Emprical Study On Mobile Commerce Consumer Initial Trust Model Based On Trust Transfer

Trust is one of the key factors restricting the development of e-commerce. There has been a lot research of the impact factor of trust, but mostly focus on the Internet e-commerce. Compared with Internet e-commerce, mobile commerce can enable the users with access to information and services without the restrictions of time and place. It is not just a simple extension of e-commerce, and the impact factor will also be quite different. Especially in the early development stages of mobile commerce, so how to establish consumer initial trust in mobile commerce with few trading experience has become a major concern in industry and academia area.In this stduy, factors that influence consumer initial trust are classified into four types based on the mechanism of trust building and the former study of trust antecedent. The four types include individual customers’factors, mobile business factors, transaction intermedium factors and transaction environment factors. What’s special in this study is that trust transfer between different channels is introduced in the study of transaction intermedium factors to see if it is a way to build consumer initial trust in mobile commerce.Based on the four types of factors, a mobile commerce consumer initial trust model based on trust transfer is proposed consists of 9 variables, including consumer trust propensity, mobile business reputation, perceived usefulness of mobile commerce site, perceived usefulness of mobile commerce site, perceived ease of use of mobile commerce site, structural insurance, level of mobile network technology, level of mobile terminal technology, e-commerce trust and mobile commerce initial trust.After building the theoretical model, an empirical validation of the model is done through surveys and structural equation modeling. The result of the empirical study shows that perceived usefulness of mobile commerce site, structural insurance, consumer trust propensity and mobile business reputation all have significant impact on mobile commerce initial trust. Besides, Internet e-commerce trust also have indirect impact on mobile commerce initial trust by affecting perceived usefulness of mobile commerce site, structural insurance and mobile business reputation. At the and of the research, several suggestions are given out based on these resluts to build up consumer initial trust, and hopefully it will be helpful for the development of mobile commerce.