The effects of trust transference, mobile attributes and enjoyment on mobile trust

Trust is essential in building relationships. In mobile commerce, as in electronic commerce, trust is even more valuable given the absence of human contact and direct observation of the service provider. Despite the importance of trust for mobile commerce, there has been little academic effort to study the relationships between mobile devices unique components of interactivity and customer trust, or the relationship between offline, online and mobile trust. This study proposes a trust-mediated model for customer attitude and transaction intentions in mobile commerce contexts that incorporates trust transference and unique factors present in mobile commerce. Data were collected in an online survey and analyzed via structural equations modeling. Results suggest that trust transferred from online contexts and ease of use have significant effects on mobile trust formation, while also indicating that mobile trust influences consumers' attitudes and intentions to purchase using mobile devices.

信任是构建人际关系的核心基石。与电子商务场景一致，在移动商务中，由于缺乏人际接触与对服务提供商的直接观察，信任的价值更为凸显。尽管信任对移动商务至关重要，但学界目前鲜有研究探讨移动设备独特交互组件与消费者信任之间的关联，亦未充分关注线下、线上与移动信任三者间的内在联系。本研究提出了一个适用于移动商务场景的信任中介模型，用于分析消费者态度与交易意向，该模型整合了信任转移机制与移动商务特有的影响因素。本研究通过线上问卷调查收集数据，并采用结构方程模型（Structural Equations Modeling）进行分析。研究结果显示，源自线上场景的信任转移与感知易用性对移动信任的形成具有显著影响；同时证实，移动信任会显著影响消费者使用移动设备进行购物的态度与购买意向。