Abstract
Trust is essential in building relationships. In mobile commerce, as in electronic commerce, trust is even more valuable given the absence of human contact and direct observation of the service provider. Despite the importance of trust for mobile commerce, there has been little academic effort to study the relationships between mobile devices unique components of interactivity and customer trust, or the relationship between offline, online and mobile trust. This study proposes a trust-mediated model for customer attitude and transaction intentions in mobile commerce contexts that incorporates trust transference and unique factors present in mobile commerce. Data were collected in an online survey and analyzed via structural equations modeling. Results suggest that trust transferred from online contexts and ease of use have significant effects on mobile trust formation, while also indicating that mobile trust influences consumers' attitudes and intentions to purchase using mobile devices.
Highlights
It’s probable that the Internet is the most important innovation of the last fifty years, as it allows interactions and transactions to take place without time and space limitations
As expected, according to Categorization Theory, online transactions share enough characteristics with mobile ones to allow knowledge and perceptions regarding online purchases to be associated with mobile commerce, allowing trust built in online interactions to be transferred to mobile ones
Offline transactions seem to be placed in a completely different category and are not relevant in building mobile commerce trust. This new finding could be the result of a lack of commonalities regarding the transactions themselves or caused by the still incipient www.anpad.org.br/bar number of organizations operating in both offline and mobile commerce. This particular result seems to implicate that bad online experiences may negatively affect consumer beliefs in the technologies and organizations involved in their mobile transactions and interactions, and their trusting intentions, while their offline experiences play little to no part in building their expectations regarding mobile transactions
Summary
It’s probable that the Internet is the most important innovation of the last fifty years, as it allows interactions and transactions to take place without time and space limitations. Along with other computer-mediated transactions characterized by faceless and intangible factors, is greatly affected by fear and anxiety In such a context, lack of trust can be considered the utmost barrier preventing online transactions from taking place (Beldad, de Jong, & Steehouder, 2010). A set of unique features such as ubiquity, constant reach ability, personalization, and localization (Camponovo, Pigneur, Rangone, & Renga, 2005) allows the identification of each user and their geographical position by tracking the specific ID of a mobile device. These developments in the consumer environment have made mobile-marketing research an attractive perspective. Despite the unique benefits of mobile services, overcoming trust issues is a major obstacle for their adoption, with many customers feeling as uncomfortable, or perhaps more so, with sharing personal information and conducting transactions over wireless portable devices as they feel about doing so over wired desktops
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