Evaluation Model And Empirical Study On Mobile Commerce Consumer Confidence

With the progress of science and technology, the social informatization degree is higher and higher, further development of mobile information technology is transforming our lives. Especially the science and technology for the emerging mobile commerce representatives, it has become the focus of increasing attention. Like the traditional e-commerce, the issue of trust has been a key factor in the development of troubled mobile commerce,but the problem of consumer trust in mobile commerce based on mobile wireless network is more complicated.Therefore,how to build evaluation model of mobile commerce consumer confidence to effectively enhance consumer trust in mobile commerce and to ensure the continuous and healthy development of mobile commerce, it has become a new research topic.Based on the related research literatures and classified, from the hidden characteristics of the mobile business, the dominant characteristics of the mobile business, mobile consumer characteristics, mobile wireless network technology features, mobile trading environment five dimensions,this article summarize the factors that affect the consumer trust in mobile commerce, and determine the indicators of business output that can reflect the trust of consumers. By the combination of quantitative and qualitative methods, the feasibility of the index is strictly proved. Using SPSS software for data analysis, through the test of indicators from the initial selection of rough indicators to extract the final effective indicators, so as to establish the evaluation index system of mobile commerce consumer trust, and establish a DEA based evaluation model of mobile commerce consumer confidence.Jingdong Mall, Jumei.com and Dangdang network three mobile commerce website as the research object, based on the index system design questionnaire, the reliability and validity of the relevant data were tested. After passing test,using DEA model to evaluate the trust efficiency of three mobile commerce websites,the article gets the final evaluation results, and the results are given to improve the efficiency of the proposed trust.