The Study of Consumer Trust Transference for the Adoption of Mobile Service

Abstract

Mobile commerce becomes increasingly popular in China. The applications of mobile commerce are rich. Especially, mobile brokerage service is an emerging application of mobile commerce in the brokerage industry. Although mobile brokerage service has many advantages, the number of investors using the MBS to conduct stock trading is far smaller than those using other trading methods. Lack of trust is a big obstacle for investors to adopt mobile brokerage service. Most studies only consider the impact factors of trust in one environment and rare research explores trust building by trust transference across different environment. Based on mobile brokerage service, we build a model of trust transference from online to mobile setting and empirically test it. The results indicate trust in the online brokerage service of a brokerage firm influences cognitive beliefs about the firm's mobile brokerage service. Keywords-mobile commerce;mobile brokerage service; trust; trust transfer