The Mediation Role Of Brand APP Trust On The Relashionship Between Brand APP Antecednts And Intention To Purchase In B2C Mobile Commerce

Recently,the problem of building brand trust and platform trust related to brand mobile app toward purchasing has been a really hot topic in Iran.Thus,lack of profound and empirical research about brand app trust toward purchasing in B2 C mobile commerce has motivated this research.This paper studies the mediation role of brand app trust(i.e.trust in brand and trust in platform)between brand app antecedents and purchase intention via brand mobile app.The main objectives of this paper are first,finding out will brand trust and platform trust as brand app trust mediate the relationship between brand app antecedents and purchase intention via brand mobile app.Second,finding out which brand app antecedents will be effective enough to directly/indirectly create brand trust and platform trust related to brand app toward purchasing via brand mobile app.In this study,Survey method has been used and data have been collected through online questionnaire Form.The targeting sample was from Iranians who have done purchase via brand mobile app and collected data were analyzed by PLS method via smart PLS 3 software.The result of analyzed data has supported eight hypotheses and shown that five out of seven relations between independent variables and dependent variable have been mediated by brand app trust.Meanwhile,the construct of this model has been passed all the tests corresponding reliability,validity and have R square above 40%.The Findings of this study prove that brand app trust(i.e.brand trust and platform trust)has mediating role between WOM recommendation,Subjective norm,Perceived image(social antecedents),Mobile computing self efficacy(consumer-base antecedent),Perceived ease of use(system antecedent)as brand app antecedents and purchase intention via brand mobile app.In addition,this paper illustrated higher level of WOR recommendation,subjective norm(social antecedents)and Perceived ease of use(system antecedent)can create brand trust related to brand app;higher level of Mobile Computing self efficacy(consumer antecedent)and Perceived image(social antecedent)will create platform trust related to brand app toward purchasing via brand mobile app.Above all,this research has indicated that building brand trust will create platform trust at the same time leading to purchase intention via brand mobile app.Therefore,this paper offers solutions to problems of building brand trust and platform trust related to brand app toward purchasing via brand mobile app;implications have been drawn from these findings to both theory and practice.