Research On Analysis And Measuring Of The Factors Making Consumers Trust C2C Mobile Commerce

With the popularization of smart phone and tablet PC, the promotion of the threetelecom operators in the3G network, and the increase of internet companies’ contentservices, mobile commerce develops very rapidly, which makes the traditionale-commerce expand into the mobile commerce field.But for the anonymous and virtuality of online transaction, customers’ trust hasbecome the bottleneck of e-commerce development, customers’ trust is also the key tothe success of mobile commerce. There are many mature results of influencing factorson customers’ trust in the traditional e-commerce. In recent years, trust in mobilecommerce is in the ascendant, so researching the influencing factors of customers’trust in mobile commerce environment has become a hot topics.Firstly, on the basis of many literature reviews about mobile commercecustomers’ trust, this paper brings the mobile client level factor, then summarizes thefactors of customers’ trust in mobile commerce into five aspects: customerfactor(include customer’s trust propensity and online shopping experience), sellerfactor(include seller’s reputation and communication), website factor(include mobilecommerce website’s reputation and transaction management system), mobile platformfactor(include the level of the mobile terminal and the level of the mobile client),wireless network factor(include wireless network technology), and builds the modelof customers’ trust in C2C mobile commerce.Secondly, for mobile taobao case, this paper uses structure equation method toanalyze the date which collected by questionnaire, the researcher finds that onlineshopping experience, seller’s reputation, mobile commerce website’s reputation, thelevel of the mobile terminal, the level of the mobile client, wireless network technology, transaction management system will react on customers’ trust.Finally, on the basis of the empirical research, this paper builds a measure modelby fuzzy evaluation method. This measure model can evaluate the probability ofcustomers’ trust in C2C mobile commerce, and gives reference for market decisions.