A Study Of Factors Influencing Consumer Trust In The Context Of Indian Mobile E-commerce

The high speed of economic development and the massive young population have provided an enormous potential for the development of the Internet.Different from Europe,America and China where the Internet has matured after a relatively longer history of PC application,India is undergoing a transition to the mobile Internet era directly after a relatively shorter development period of PC-enabled Internet.With the gradually improving mobile Internet infrastructure,the popularity of smartphone in India is rising dramatically every year,with an increasing number of consumers starting to conduct business via their smartphones.Although the mobile e-commerce market in India is just taking shape,its enormous potential has sparked fierce competition among a variety of investors.However,despite the active performance of the market,there are still many urgent problems that need to be solved,such as incomplete laws and regulations relevant to the emerging market,use of various languages,all of which cannot only lower the confidence of customers in mobile e-commerce but also destress today's E-commerce market players.This research takes the customers into consideration,summarizes previous research on both traditional and mobile e-commerce trusts and classifies influencing factors of customers' trust in mobile e-commerce into four aspects,namely,customer factors(customer trust intention and familiarity),mobile business factors(businesses' reputation and service quality),mobile technology factors(network technologies and mobile devices)and structural assurance(third-party authentication and the legal environment).It incorporates the above factors into the research on the trust of customers in India's mobile e-commerce,aimed at identifying the factor that has the most significant influence on customers' trust through questionnaire survey and principal component analysis(PCA).This study first tested the question design and context accuracy through preliminary survey and later modified the questionnaire,then launched the formal survey through distributing the modified questionnaire both in paper and online,and finally recovered 141 valid questionnaires of which the sample data were analyzed using SPSS software.Results of the empirical research indicated that the trust of Indian mobile e-commerce users is most significantly influenced by their familiarity and trust intention towards mobile e-commerce,followed by factors such as structural protection,service quality of mobile businesses and mobile technologies.The reputation of mobile businesses has the least significant influence on user trust.In the end,according to the conclusion of this empirical study,countermeasures and suggestions for improving users' trust were put forward for participants in Indian E-commerce market.