An Empirical Research On Factors Influencing Consumers′initial Trust In Mobile Commerce

In recent years, mobile commerce has shown tremendous development potential, it also got moreand more attention from all sectors. The participation of consumer is the key to the success ofmobile commerce, but the lack of consumer trust has become an obstacle to the development ofmobile commerce. Therefore, this dissertation through research the initial trust factors of consumerin mobile commerce to find how to improve the consumers’initial trust and promote thedevelopment of mobile commerce in China. In addition, this paper also studied the effect of initialtrust as a mediator connected factors and behavioral intentions.This paper based on the theories of mobile commerce and the models of initial trust factors whichestablished by both Chinese and foreign scholars, building a model of mobile commerce consumerinitial trust in China. This model is verified by issuing questionnaires and then according to theSPSS17.0 analysis to obtained the initial trust factors of mobile commerce. The results of thisempirical research indicate that the most important factors of positively affecting initial trust arethese major categories of determinants: practicability and usability、personal information security、legal environment、personal characteristics.、the reputation of mobile commerce website. ButInteractive communication of this has not been shown to affect the initial trust.In addition, the behavior of consumers in M-business is divided into two dimensions: sharedintention and purchase intention, the results of data analysis show that, the initial trustt has asignificant impact on these two dimensions, and as a mediator, initial trust which connected factorsand consumer behavior intention plays a key role, and the mediating effect is very obvious.There are five parts in this dissertation. The first part introduced research background andsignificance, research purposes, as well as the structure of the paper. The second part is theliterature review, introduces domestic and foreign scholar’s research to us; the third part is theresearch model, hypothesis and research method. The fourth part is the statistical analysis andempirical research. The fifth part is to discuss the results and give to suggestions to increaseconsumer initial trust in China.