The Influence Of Mobile Internet Shopping Environment On Initial Customer Trust

The life of people has been changed by mobile Internet gradually, with a new shopping model, mobile Internet shopping, coming. Currently research on the mobile Internet shopping boom has just started, and the relevant research is limited. The quality improving of mobile Internet shopping environment will have a impact on customers emotions and initial customer trust.In this study, we stimulate individual response model as basis to discuss the composition of the dimensions for mobile Internet shopping environment and the key element factors. And we develop the mobile Internet shopping environment scale, as well as discuss the environmental factors on the initial customer in the mobile Internet shopping process trust influence from the emotional perspective. We also add customer sentiment to analysis its intermediary role in the mobile Internet shopping environment and the initial trust relationship.In this study, methods of qualitative analysis and quantitative analysis are combined. First, First, sort out the relevant literature review, proposed theoretical models and assumptions in previous studies and related research based on the theory. Secondly, we do the pre-survey to verification and modification the preliminary questionnaire measurements. Then through collected the questionnaires, we obtained 546 valid questionnaires. Using the method of exploratory factor analysis and confirmatory factor analysis to validated the individual measurement model and overall structural model, and verification of the hypothesis. Final get the following conclusions:(1) Mobile Internet shopping environment has a positive effect on customers initial trust; (2) Mobile Internet shopping environment has effect on both pleasure and arousal. (3) Arousal has a positive effect on initial customer trust; (4) The arousal emotions plays a partial mediator role between shopping environment and initial trust.From the aspect of theoretical contributions, this study has the following main contributions:First, mobile Internet shopping environment scale is developed for the study followed; Second, the relationship of mobile Internet shopping environment, customer pleasant emotions, arouse emotions and initial trust is discussed. And the study evokes the mediation effect of arousal emotion. The research of initial trust antecedent variables is enriched, and improves research on mobile Internet shopping environment and customer impact of initial trust mechanism. To some degree, it fills the blank of research on the impact of mobile Internet shopping environment to initial trust.From the Management inplications, this study provides the corresponding suggestions for mobile Internet shopping APP operators to improve the mobile Internet shopping environment, and provides some theoretical guidance for the mobile Internet merchants to choose the trading platform. First of all, to improve the mobile Internet shopping environment quality with targets; Secondly, focus on customer emotions and initial trust, and promote with target to establish the initial customer trust by improving mobile Internet shopping environment. Finally, pay attention to the enjoyment motivation of customers, provide good emotional experience for customers, and enhance the effect of emotion, then establishing initial trust.