Abstract
A theory framework of influence factors of consumers' trust in mobile commerce is established. Then a questionnaire on trust evaluation of mobile commerce is designed, and reliability analysis and validity analysis on the trust evaluation scale are conducted respectively. Based on SEM, first-order confirmatory factor analysis is used to test the established trust evaluation model for mobile commerce, and second-order factor analysis is applied to determine the weights of trust influence factors. An indicator system for evaluating the trustworthiness of mobile vendors is proposed. The openness for the transaction-related data of four main mobile commerce platforms is analyzed. An ELECTREIII-based algorithm for evaluating the trustworthiness of mobile-vendors is designed. Empirical analysis shows that the proposed trust model and trustworthiness evaluation algorithm can be rationally and meaningfully used to make mobile vendors recommendation by third party trust service provider.
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