| With the rapid development of wireless services technology and mobile devices,pattern of e-commerce market is changing gradually, mobile e-commerce have been thenew boom after e-commerce. Mobile e-commerce has been applied in China, but itsbusiness developed slowly. The development of mobile e-commerce needs a credibleenvironment. However, it is more difficult to build consumer trust in mobile e-commercesince the main use of wireless communication networks and mobile devices. How toestablish, maintain and increase consumer trust in mobile commerce, and thustransforming potential customers into actual customers and further into loyal customers isa key problem in current research and practice. Therefore, the study aims at the analysis ofcustomer trust factors in mobile e-commerce, then do an empirical analysis used thequestionnaire providing feasible suggestions to improve comsumer trust and promote thedevelopment of mobile e-commerce.Firstly, it introduced the research background, significance, research status at homeand abroad, research contents and methods. And explained the relevant theory about trust,customer trust, online banking, customer loyalty and structural equation model, these laida theoretical foundation for the research. Secondly, impact factors of customer trust areintroduced, including customer personal factor, factors of sellers on line, website mediafactors and trading environment factors. Propose the study hypotheses by analysing thefactors to build theory network. Thirdly, this paper investigates in the form of thequestionnaire, analyses the collection dates on descriptive statistics, reliability analysisand validity by SPSS 18.0, verifies the model by structural equation model, andsummarizes and analyses the results, then concludes that four factors are influential roleson customer trust. Finally, according to the results of empirical analysis, we proposesolutions policy respectively, based on factors affecting consumer confidence in all angles. |
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