標題: | Building trust in m-commerce: contributions from quality and satisfaction |
作者: | Yeh, Yung Shao Li, Yung-Ming 資訊管理與財務金融系 註:原資管所+財金所 Department of Information Management and Finance |
關鍵字: | Customer service quality;Customer satisfaction;Telecommunications;Trust |
公開日期: | 2009 |
摘要: | Purpose - Mobile commerce (m-commerce) represents a new area of business opportunity. Past research has often focused on customer acceptance and its antecedents, rather than factors that build trust in m-commerce. The purpose of this paper is to provide an explanation of factors influencing customer trust towards vendors on the mobile internet. Design/methodology/approach - M-commerce relies on mobile technology and well-maintained service quality. This paper has applied the service quality model (SERVQUAL) and technology acceptance model (TAM), coupled with proposed quality factors in relation to m-commerce that, according to the literature, influence customer trust, to empirically test the formation of trust. The proposed model was empirically evaluated using online survey data from 212 experienced m-commerce customers. Findings - The results showed that despite customisation, brand image and satisfaction all directly affecting customer trust towards the vendor in m-commerce, customisation and brand image equally had a stronger direct effect on trust formation. In addition, interactivity and responsiveness had no direct impact, but had an indirect impact via satisfaction on trust towards the vendor. Practical implications - This paper contributes a theoretical understanding of factors that activate the development of trust towards the vendor. For vendors in general the results enable them to better develop customer trust in m-commerce. Originality/value - The paper verifies the effects of satisfaction and proposed quality factors on customer confidence in m-commerce. Moreover, this article validates the determinants of satisfaction. |
URI: | http://hdl.handle.net/11536/7826 http://dx.doi.org/10.1108/14684520911011016 |
ISSN: | 1468-4527 |
DOI: | 10.1108/14684520911011016 |
期刊: | ONLINE INFORMATION REVIEW |
Volume: | 33 |
Issue: | 6 |
起始頁: | 1066 |
結束頁: | 1086 |
顯示於類別: | 期刊論文 |