Antecedents of Consumer Trust in B2C Electronic Commerce and Mobile Commerce

Abstract

Despite the importance of trust in electronic commerce including mobile commerce, there is insufficient theory and model concerning the determinants of consumer trust in business-to-consumer electronic commerce. Thus, the purpose of this chapter is to (1) identify the major antecedents of a consumer’s trust in electronic commerce and mobile commerce contexts through a large-scale literature review, (2) develop an integrative trust antecedent reference model summarizing the antecedents of consumer trust, and (3) discuss six categories of mobile applications as future trends of technologies and key issues related to consumer trust area in electronic commerce. In addition, to provide the validity of the proposed reference model, this chapter also proposes a research model derived from the reference model and discusses the constructs of the proposed model in detail. The chapter concludes that building trust is not simply an issue related to consumertechnology- buyer, but it is a complex issue that involves the interactions of key elements (buyer, seller, third-party, technology, and market environment) at least.