Study On The Influencing Factors Of Consumer Trust In Mobile Shopping

With the popularity of intelligent mobile terminals,wireless communication technology and the promotion of 4G mobile network applications,which greatly promoted the development of mobile shopping market.Compared with the traditional online shopping,mobile shopping network is more open,more free way to achieve,and the potential large-scale users.But at the same time,mobile shopping has increased the degree of separation of the two sides in time and space,thus enlarging the asymmetry of information between buyers and sellers,prompting consumers not to trust.Research on mobile shopping trust has not only theoretical significance,but also has great practical significance.This paper studies the impact factors of consumers' mobile shopping continuous trust based on the value point of thinking method,and puts forward hypotheses from the five dimensions of mobile merchant,consumer,shopping website,wireless support and commodity,focusing on wireless coverage,wireless transmission efficiency,wireless transmission Cost,merchandise information acquisition and traditional network trust transfer degree.The first time,the product information acquisition and wireless transmission cost are included in the study scope,and a concept model of consumer mobile shopping trust is constructed.After building the conceptual model,this paper makes an empirical study.Through the pre-research to delete the insignificant items,and some items were modified to form a formal questionnaire.A total of 309 valid questionnaires were collected from the formal questionnaire,and the conceptual model and hypothesis test were validated by SPSS19.0 and AMOS.The results show that wireless coverage,wireless transmission efficiency and wireless transmission cost have a significant positive impact on mobile shopping trust.Traditional trust transfer does not only directly affect mobile shopping trust,but also indirectly affects consumers' perceived safety.In addition,the assumptions between the degree of product information acquisition and mobile shopping trust do not hold.Finally,the article from the mobile business,internet service providers,mobile shopping platform and the government point of view related countermeasures and suggestions.