The Study Of The Influential Factors On Customer Initial Trust In Mobile Banking Background

Since the early1980s, the bank has developed from automatic ledger posting machine (ALPMs) to Total Branch Automation, and then to automatic teller machines (ATMs), and finally to internet banking through long term of reform. Now in information technical fields, the banks are trying to develop more advanced applications to help their customers flexible and conveniently operating their own personal account at any time and any where.Mobile banking has been put into practical use in China, but when compared with Europe and the United States, Japan and South Korea, the development is relatively slower. And consumers’ lack of trust in mobile banking has become a major obstacle to the development of China’s mobile banking. What effective measures can be taken to build consumer initial trust in mobile banking is an urgent need to solve the problem. In order to increase consumer of mobile banking initial trust and to promote the development of the mobile phone banking, this article analysis the influencing factors of the consumers’ trust of the mobile banking.This paper illustrates the influential factors on initial trust from the following two aspects:First of all, at the micro-level, it takes the trust signal transmission theory as the basic theory and analyzes the impact of consumer initial trust on mobile phone banking based on their previous trust on the physical banks. As a trust-development process is a dynamic process, during the process customers’ potential cognitive changes as the environment changes. And visible environmental factors play an important role in this process. The focus of this study is whether previous existed trust are transferred to the initial trust in mobile business environment. Secondly, at the macro level, from the e-commerce trading environment aspect, I analyze the impact of institutional factors on initial trust, combined with two factors I set up the models of influential factors on customer initial trust.In this study, a sample of staff of teachers, students, enterprises and institutions factors affect the users of mobile banking initial trust. Paper introduces mobile banking and its development status at home and abroad, leads the research background, purpose and significance, and then discusses the research-related theories, including the theory of signal transmission, signal transfer theory; followed by a review of previous studies this study based on the assumptions and models, consumer mobile banking initial trust influencing factors analysis model. To carry out the questionnaire design and data collection; statistical analysis of the data collected, have been derived entity bank trust, structural assurance, perceived safety, perceived ease of mobile banking initial trust; Finally, according to the study analysis results, put forward reasonable proposals for effective marketing management and for domestic mobile banking services, pointed out that the bank to enhance consumers’ mobile banking initial trust in the direction of the effort required to; finally concluded that the inadequacies and future prospects, hope for the future research help.After the analysis and study, this paper draws seven conclusions:Firstly, the perception of security positively influences the initial trust. Secondly, previously existed trust positively influences the customer perception of security on mobile phone banking. Thirdly, customer previous existed trust positively influences the initial trust towards mobile phone banking. Fourthly, perception of convenience positively influences the initial trust towards mobile phone banking. Fifth, previously existed trust towards physical banks positively influences their perception of convenience. Sixth, structural guarantee positively influences perception of convenience towards mobile phone banking. Seventh, structural guarantee positively influences initial trust on mobile phone banking.This paper has two contributions:First, it proves that trust on the same physical bank can be transferred to the bank which provides mobile phone banking service and that trust can be transferred in different circumstances. Second, drawn from the empirical analysis, structural guarantee positively influences the customers’ perception of mobile phone banking.