Factors And Empirical Study On Mobile Commerce Consumers’Continuous Trust

In recent years, with the rapid development of Internet technology, online shopping is also booming, and as an important part of it, mobile commerce is regarded as one of the greatest potential directions for developing. However, only a very small percentage of Internet users in mobile terminals really involve in mobile commerce currently. Consumers’deficiency in trust when trading with mobile commerce and the lack of trust in mobile business are important reasons and cannot be ignored. To foster consumers’trust is a continuous, dynamic process; consumers’characteristics differ in different trust stage, and it will lead to differences in influencing factors and effecting degrees in aspects of trust. Continuous trust phase is an important stage for consumers to decide whether to continue the trade, after they have a certain understanding and judgment to the business. Continuous trust is less involved in previous studies and it pends further studies.In this study, theoretical research and empirical research are combined to build a mobile commerce consumers’ continuous trust influencing factor model base on trusting transfer. To main analyze the influences of consumers’personal factors, products’ business factors and structural protection factors for mobile commerce consumers’ continuous trust, and then for mobile commerce consumers’ continuous using willing. Base on the research model, to design questionnaire and collect data for empirical analysis. In empirical analysis process, use the method of descriptive statistical analysis and multiple regression analysis to draw the appropriate conclusions.The empirical results show that the quality of products, structural protection factors, integrity, perceived ease of use, perceived risk significantly affect continuous trust of mobile commerce; and the significances reduce in turn. In addition, perceived usefulness and the continuous trust of mobile commerce significantly affect mobile commerce consumers’ continuous using willing; perceived ease of use indirectly affects mobile commerce consumers’ continuous using willing through influencing perceived usefulness. However, perceived usefulness doesn’t influence mobile commerce consumers’ continuous trust significantly. In this paper the empirical results are analyzed and explained and it made proposals to build continuous trust, in order to help the development of mobile commerce.The innovative significance of this study is:Empirical study affecting factors on consumers’ continuous trust, in some extent to enrich the existing lack of research for mobile commerce trust from a dynamic perspective. Consider consumers’ individual perceived factors in mobile commerce trust in depth. Based on the differences of establish mechanisms’ continuous trust, classified affecting factors as consumers’ personal factors, products’ business factors and structural protection factors, so that research ideas become more clearly and comprehensively. In addition, this paper also provides the possibilities for further research directions.