Analysis On The Influencing Factors Of Consumer Trust Based On Mobile E - Commerce

The rapid development of Internet makes electronic commerce become a newfavorite business mode, and the popularity of mobile network and mobile innovationleads to a new round of business innovation, i.e. mobile e-commerce. With the largestmobile Internet users in the world, China has a potentially large customer base inmobile e-commerce. Mobile e-commerce has preliminarily developed. However,because of the characteristics of mobile e-commerce itself and the imperfect pattern,consumers are lack of confident in mobile e-commerce. When using mobile devicesfor e-commerce transactions, consumers often use it for small transactions, whichmake the development of mobile electronic commerce is slow.Research on trust in mobile e-commerce is based on the traditional PC electroniccommerce, and introduces some traditional influence factors of e-commerce trust.Due to the particularity of mobile network and mobile devices, there are some specialfactors affecting consumer trust in mobile e-commerce，such as: mobile networkconnectivity, accessibility to a mobile device, etc.Based on related literatures on traditional e-commerce and mobile e-commercetrust, the author divide consumer trust factors mobile electronic commerce into fiveaspects:1. mobile network buyers factors (consumer trust tendency and consumeronline shopping experience);2. Mobile network seller’s factors (reputation degree ofnetwork sellers);3.mobile technology level factors (mobile technology and mobilenetwork technology);4.mobile trading environment factors (trading environmentsecurity and the standardization of the legal environment).According to the analysis results, the following factors have significant effect onconsumer trust in mobile commerce: consumers’ online shopping experience, wirelessnetwork technology, mobile seller’s reputation, website design level and thestandardization of the legal environment.Finally, based on the empirical research conclusion, I put forward somesuggestions to enhance the level of consumer trust in the mobile electronic commerceand I hope my study can help the promotion of mobile electronic commerce in our country.