Research On Factors Influencing Consumers' Initial Trust In Mobile E-commerce

Mobile e-commerce has achieved rapid development in China.Driven by hardware support and urbanization,China's mobile e-commerce market has continued to expand.Fresh food e-commerce has been a relatively good e-commerce model in the past decade,and its application on mobile terminals has also been recognized by more and more consumers.In this research context,this research studies the factors that influence consumers' initial trust in mobile e-commerce.Through literature review,this study found that in the field of fresh e-commerce,the research on initial trust is still lacking.On the basis of summarizing and drawing on previous studies,this study selected five independent variables from three levels: mobile e-commerce,mobile application,and institutional constraints,and explored the influencing factors of the initial trust as a dependent variable from multiple perspectives.In this study,a total of 350 valid questionnaires were recovered through questionnaire survey methods and empirical research methods.Using software such as SPSS22.0 and AMOS21.0,the reliability,validity and path analysis of the recovered data were performed in this study.Through path analysis,this study found that six of the seven hypotheses proposed by the study passed the test,and one hypothesis failed the test.The research found that: the quality of mobile e-commerce information,the perceived scale and reputation of mobile e-commerce,the perceived ease of use of mobile applications,the effectiveness of mobile application rules,the effectiveness of perceived law and technology,and the social media recommendations and reviews on the initial trust The formation has a positive impact;the mobile application perception coordination does not form a significant impact.Based on the empirical analysis,this research puts forward corresponding management recommendations for mobile e-commerce,government platforms,and third-party management agencies,and shows the limitations of this research and the prospects for future research.