Research on Trust Evaluation Model for Mobile Commerce Based on Structural Equation Modeling

Abstract

Based on in-depth study of trust concept and trust factors, this paper establishes a theory framework of influence factors of consumers' trust in mobile commerce, involving seven first-level factors and twelve second-level factors. A questionnaire on trust evaluation of mobile commerce is designed, and questionnaire data is collected through both online and offline ways. Using the collected data, reliability analysis and validity analysis on the trust evaluation scale are conducted respectively. A first-order confirmatory factor analysis is used to test the established trust evaluation model for mobile commerce. The necessity and feasibility of using second-order factor analysis to determine the weights of trust influence factors are discussed. The processes and results of SEM (Structural Equation Modeling)-based first-order factor analysis and second-order factor analysis using AMOS software are described in detail.