Can the credibility judgement model address mobile commerce challenges?

The idea behind this research is to examine seller credibility, not only based on expectations violations during and after purchase, but also using the MAIN model. All participants were recruited from two large universities in Central Java, Indonesia. One was a public university, and the other was a privately run university. Fifteen in-depth interviews were conducted. All participants were asked to create daily reports on their m-commerce purchasing experience. There were fifteen reports. Based on these reports, in-depth interviews were conducted to explore participants’ assessments of seller credibility. Participants assessed credibility by examining violations of their expectations from the pre-buying phase to post buying phase, along with the cues associated with these violations. In addition, participants also looked at the cues in m-commerce (MAIN model cues). From these results, we propose a credibility judgement model for m-commerce that can guide practitioners and scholars in understanding how consumers assess the credibility of mobile app-based sellers and m-commerce and to open up new areas of academic research.