Research On The Influence Factors Of Consumer's Initial Trust Establishment In Mobile Commerce

With the rise of science and technology,mobile commerce has become the product that conforms to the development of the times.It also expands the mobility as a unique advantage while inheriting the operating mode and advantages of the traditional e-commerce.Nowadays,consumers' life,habits and business and business models have moved closer to the mode of mobile commerce.The mobile commerce that has broken through the limitations of time and geographical location has become an integral part of modern economy and life.The development of mobile commerce can flourish economic development,improve the quality of people's life,and it also contributes to the construction of social integrity system.It is an urgent need to explore the influence factors of the initial trust of consumers to establish a clear obstacle to the trust of consumers and to help the mobile business enterprises to build a good order and environment.Therefore,it is an urgent need to explore the influencing factors of the initial trust of consumers in the mobile business environment,clear obstacles in the process of building consumer trust and help the mobile commerce enterprises to build a good transaction order and environment.The study bases on the domestic and foreign scholars' research in the field of trust theory and e-commerce to explore mobile commerce,and combining the sharing economy with game theory to verify the rationality and importance of trust.According to the situation and characteristics of mobile commerce to interpret the special phenomenon in this situation,and explore the initial trust of consumers deeply.This study divides the initial trust based on different scenarios of mobile commerce into two categories:swift and slow,and proposes conceptual connotations,characteristics,influence factors,and establishes a conceptual model.The study use questionnaires to verify the hypotheses.The experimental results show that the swift trust of mobile commerce is positively affected by 6 factors in turn,including the urgency of the task,the reputation of the platform,existing transferable trust,and the response speed of platform,interface design,and positive emotion.The slow trust is positively affected by 6 factors,including the level of business communication,subjective standard,and the reputation of business,existing transferable trust,trust tendency,and structure guarantee.Based on empirical analysis,a modified model of initial trust factors for mobile commerce is proposed.Finally,based on empirical data and relevant theories,suggestions are provided for different groups in this environment.The purpose of this study is to provide new arguments for the research of initial trust in mobile commerce,to provide support of theoretical and empirical for the sustainable development of mobile commerce and the promotion of consumer trust.At the same time,guiding consumers establish initial trust in the environment of mobile commerce while their rights and interests are protected,promote industry development and improve the foundation of social trust.