Research On Influencing Factors And Evaluation Of Consumer Trust In B2C Mobile Commerce

With the fast development of the Internet, mobile communication, and the common use of mobile, the habits of consumers’ consumption have changed a lot. People gradually use mobile terminals to participate in electric business activities. However, the fast development of mobile business also brings a lot of new problems, such as mobile network security, mobile technology ect, all these problems makes consumers lack trust. How to promote the trust of mobile commerce is a main problem now, which is necessary and critical to government, net, and businessman and operators. The aim of the study is identifying the key factors which affect customer trust in mobile commerce, thereby building mobile commerce trust evaluation system, lifting customer’s perceived trust in m-commerce through improving the key factors.This article from the viewpoint of consumers, summaries the mobile commerce and e-business confidence-building effect factors which is relevant to research findings; from the consumer personal factors, mobile business factors, mobile web site factors, mobile technical factors and external environmental factors this five aspects, builds a concept of confidence-building model of mobile business users. In the theory construction foundation, the author carries on a pre-investigation, eliminates the insignificant item, forming the formal questionnaire. Formal questionnaire survey is set out on paper questionnaire and network two ways, and a total of 391 effective questionnaires were collected. It uses SPSS19.0 and LISREL8.70 software testing a conceptual model and research hypothesis.The empirical results show that:(1) Trust Propensity, Familiarity, Perceived Usefulness, Perceived Safety, Business Reputation, Mobile Network, Structural Assurance have impact on customer Trust;(2) Perceived Ease of Use has an indirect impact on consumer perception trust through Perceived Usefulness;(3) Contextual Offer,Service Quality,Mobile Terminal Technology have no significant impact on Mobile business trust.Then, on the basis of structure equations model of the test results, the author refined from the key factors to build mobile commerce confidence evaluation indicators. The use of BP neural network assessment law can avoid the benefits of weight determinations, so a normal BP neural network and LMBP neural network two algorithms is adopted for a comprehensive evaluation of indicators,LMBP neural network is more available to evaluate the m-commerce trust according to the results. The results verifies the impact of a key factor in building confidence index on mobile commerce rationality and effectiveness.Finally, based on the experimental analysis result and the appraisal findings, the author carries on the summary to the research conclusion, proposing the following research direction in view of this research limitation.