Building trust in m-commerce: contributions from quality and satisfaction

作者：Yeh Yung Shao^*; Li Yung Ming

来源：Online Information Review, 2009, 33(6): 1066-1086.

DOI：10.1108/14684520911011016

• Customer service quality
• Customer satisfaction
• Telecommunications
• Trust

Purpose - Mobile commerce (m-commerce) represents a new area of business opportunity. Past research has often focused on customer acceptance and its antecedents, rather than factors that build trust in m-commerce. The purpose of this paper is to provide an explanation of factors influencing customer trust towards vendors on the mobile internet.
Design/methodology/approach - M-commerce relies on mobile technology and well-maintained service quality. This paper has applied the service quality model (SERVQUAL) and technology acceptance model (TAM), coupled with proposed quality factors in relation to m-commerce that, according to the literature, influence customer trust, to empirically test the formation of trust. The proposed model was empirically evaluated using online survey data from 212 experienced m-commerce customers.
Findings - The results showed that despite customisation, brand image and satisfaction all directly affecting customer trust towards the vendor in m-commerce, customisation and brand image equally had a stronger direct effect on trust formation. In addition, interactivity and responsiveness had no direct impact, but had an indirect impact via satisfaction on trust towards the vendor.
Practical implications - This paper contributes a theoretical understanding of factors that activate the development of trust towards the vendor. For vendors in general the results enable them to better develop customer trust in m-commerce.
Originality/value - The paper verifies the effects of satisfaction and proposed quality factors on customer confidence in m-commerce. Moreover, this article validates the determinants of satisfaction.

• 出版日期2009