Research On Consumer Trust Repair Mechanism In The Context Of Mobile Commerce

The maturity of mobile technology promotes the development of mobile commerce,which provides convenierrce for consumers.Ubiquity and instantaneous choice of diversity are the most important features of mobile commerce.Consumers will trust mobile commerce immediately.However,due to the characteristics of virtual transactions,service failures and inappropriate marketing behaviors often occur,and the instantaneous choice of diversity will make consumers choose other m-vendors for transactions quickly.The competition between m-vendors is extremely fierce,for m-vendors,it is imminent to repair and maintain consumer trust.This study bases on domestic and foreign scholars' researches on trust and distrust theory and their relationship,and explores the relationship between trust and distrust.Empirical analysis shows that the relationship between consumer trust and distrust in mobile commerce is absolutely opposite.This study discusses consumer trust repair mechanism in mobile commerce,and research scenarios are divided into service failure,"inaction"and "excessive behavior".Based on the theory of social exchange,psychological contract remedy is proposed as the way in the 'context of service failure,arousal and regulation are proposed as the ways in the eontexts of"inaction" and "excessive behavior",and a trust repair mechanism concept model is established.The scenario simulation method and questionnaire method are used for empirical research,and structural equation model and one-way ANOVA are used for hypothesis testing.The empirical results show that:(1)When the capacity-based service failures occur,economic and economic and relational psychological contracts can repair trust,and economic and relational psychological contracts repair effect is the best,which is close to the value of prior trust.(2)In the case of responsible-based service failures,single and combined psychological contracts can not repair trust.(3)In the "inaction" and "excessive behavior" scenarios,arousal and regulation have significant positive impacts on trust repair.(4)In the context of mobile commerce,whether trust can be repaired or not depends on the forgiveness of consumers.This study enriches the theories of trust in mobile commerce and trust-repair,and expands the research situations of trust repair.At the same time,for m-vendors,this study provides theoretical and empirical basis for how to repair and maintain consumer trust to guarantees the sustainable development of mobile commerce.