The Research On The Process And The Determinants Of Customer Trust Development In M-commerce

Abstract:Along with the rapid development and popular application of mobile technology, mobile commerce has already been in the trend and changed people's work, lifestyle and behavior. Companies in the mobile commerce market are hoping to gain more customer value; somehow, successful mobile commerce application relies on customers'trust. Customer's trust is the key element for mobile commerce's success. Therefore, this article systematically studies on the process of customer trust development, which will achieve an important practical significance.This study first builds the life-cycle conceptual model of customers trust development in m-commerce, and then simulated the dynamic evolution process. To the first stages of the life-cycle, the study constructed the model of establishing route and factors affecting trust. To the stage of stability of the life-cycle, the study constructed the continuous trust model. Via empirical researches, this study disclosed the determinants of customer trust development in m-commerce. The main contributions of this study are reflected as below:First, the study builds the life-cycle conceptual model of customers trust development in m-commerce based on the life-cycle theory of e-commerce and the characteristics of m-commerce. The stage can be divided to swift trust, initial trust, continuous trust, and untrust (or distrust). In m-commerce environment, due to their own task characteristics, customers may quickly build trust to a specific application of m-commerce, we called this kind of trust as swift trust; through interaction, communication, etc., customers may also gradually build their trust to vendors, we called this kind of trust as initial trust; whether by swift trust or initial trust, if customers obtained positive results, their trust will be continuance and stability, on the contrary, their trust would lead to disappear or even change to distrust.Second, Based on the evolutionary game, according to the merchants-customers transaction costs; the study analyzes the dynamic evolution and state of equalization of customer trust in m-commerce, and then simulates the process with the Netlogo software platform. The study shows that, in the game between merchants and customers, there are exists4dynamic equilibrium points, one saddle point and two ESS:(trust, honesty),(distrust dishonesty). The establishment and development of customer trust are not only the individual decisions but also limited with the decisions of the colonial that individual lives in. Reasonable control and regulate the5equilibrium points, will lead m-commerce market to the equilibrium state of (trust, honesty).Third, the study builds the model of establishing route and factors affecting trust according to the establishing steps of the conceptual model in m-commerce. Three factors, which are personal disposition to trust, structural assurance, and perceived system quality from four areas (individuals, businesses, technology, and environment), are proposed for building consumer trust in m-commerce. Via SEM, empirical studies indicate that trust belief has a significant effect on trust intention. Impact on the trust belief is system quality, followed by personal disposition, sex. Structural guarantee significantly affect trust intention, but had no significant effect on the trust and faith. Personal disposition has significant and positive effects on trust belief and trust intention. It reveals that there are two paths to establish m-commerce trust. One way is swift trust. Another way is initial trust, gradually established through interaction. Perceived system quality has a significant impact on initial trust, while structural guarantee and personal disposition have a significant effect on swift trust.Finally, the study constructs the continuous trust model according to the stability steps of the conceptual model in m-commerce. Considered the impact factors of information systems success, combining trust theory, build a Customers Continuous Trust model in m-commerce. Valid samples were gathered through a survey website, and structural equation modeling is employed to assess the proposed research model and hypotheses empirically. The results show that:customers'satisfaction has a significant effect on continuous trust in m-commerce. Perceived information quality, perceived system quality, and service level positively influence satisfaction. Thus, they will positively influence continuous trust via the mediator of satisfaction. Perceived system quality also has a direct positive impact on continuous trust. The study has a difference discovery with e-commerce:empathy negatively affects customer satisfaction. So, it will be a negative impact to continuous trust in m-commerce.