Research On Factors Affecting Mobile Commerce Consumer' Trust

The rapid development of the Internet brings boom for the development of e-commerce, because wireless network technology and communication technology improve, Mobile commerce will become a new form of development of electronic commerce. Our country has the largest number of Mobile phone users, Mobile commerce already has preliminary application, but it has not been widely used. Numerous studies show that the key factors of the development of Mobile commerce is consumers' trust on mobile commerce. Although Mobile commerce is a new form of electronic commerce, because of mobile commerce in its own characteristic, it's difference from electronic commerce. Therefore, key factors of the study of E-commerce trust can not completely introduced to the mobile commerce.The purpose of this study is to determine factors which influence consumers' trust in mobile e-commerce, so as to provide theoretical support for promotion of mobile commerce.Based on the study of previous literature of e-commerce trust and mobile business confidence, this paper summarizes the factors influencing consumers' trust in mobile e-commerce as 5 aspects: Consumers' individual factors(trust tendency and familiarity), the factors of mobile technology(terminal technology and wireless network technology),Mobile commerce providers' factors(mobile commerce providers' credibility), the factors of products or service(product or service and quality of web site)and environmental factors(laws and regulations, third-party's authentication and related groups)and 10 influencing variables,and established the theoretical model of these influencing variable and consumers' trust.Based on trust model, this paper Puts forward hypothesis and collects primitive dates using the way of questionnaire survey.Through the statistical analysis, drawing the following conclusions:consumers' familiarity, wireless network technology, Mobile commerce providers' credibility, quality of web site of mobile e-commerce, Laws and regulations, and related groups in 10 influencing variables are verified, impacting mobile commerce consumers' trust, and other influencing factors in the study of E-commerce trust are not verified.Finally, according to the conclusion of the empirical research, the paper purposefully presents suggestions on increasing consumers' trust on mobile commerce and promoting china's mobile commerce in order to provide theoretical and practical basis for the domestic mobile business industry.