The Influence Factors Of Consumer’s Initial Trust In Mobile E-Commerce

With the rapid development of the mobile Internet, markedly increase of the owning rate of mobile intelligent terminal and support of government policy, mobile e-commerce has changed consumers’ consumption habits and brought tremendous business opportunities for corporations. Trust, as a dynamic process which begins with one’s initial trust, has been the constraint of the further development of mobile e-commerce. How to build consumers’ initial trust in mobile e-commerce should be regarded as the top issue for the platform operators, the government and especially the corporations in China.Based on the existing findings of Chinese and overseas researchers, tightly combined with the actual development and features of Chinese mobile e-commerce, a multiple-dimensional research model is established to investigate the influence factors of consumer’s initial trust, taking the consideration of trust transfer between offline and mobile Internet channels into account. A questionnaire survey is conducted to test the model and a total of245valid responses are collected. Assessed by SPSS22.0and AMOS21.0software, the results indicate that the influence factors of Chinese consumers’ initial trust in mobile e-commerce include offline trust, perceived experience in using mobile e-commerce platform, perceived E-vendor’s reputation, perceived quality of online reviews of products and individual’s disposition to trust. They are all positively related to one’s initial trust and offline trust exerts the greatest influence among these factors. It can not only impact consumer’s initial trust in mobile e-commerce directly, but also show indirect effects through perceived E-vendor’s reputation, perceived quality of online reviews of products. Furthermore, at the end of this thesis, some managerial suggestions are also made for the E-vendors and operators of mobile e-commerce platform to develop a good initial trust relationship with their consumers.