Study on Trust in Mobile Commerce Adoption - A Conceptual Model

The mobile communication and wireless technology continues to grow at a substantial rate in China as well as in world, with estimates for mobile phone users in china reaching 539.37 million by the end of November 2007 (Ministry of Information Industry, PRC, 2007). Despite this growth, mobile-commerce (m-commerce) still experiences challenges on many fronts. Several studies have identified trust as a major concern for consumers to adopt m-commerce. But, gaining customer trust in m- commerce is a particularly daunting task because of its unique features. Based on previous studies, this paper proposed a conceptual model in order to examine trust and its antecedents in m-commerce. Mobile Vender Trust, Mobile Technology Trust and other traditional trust factors were seen as antecedents for m-commerce trust, which will in turn affect intention of adoption. A survey instrument was also developed for collecting data and empirically testing the proposed model.