The role of inter-channel trust transfer in establishing mobile commerce trust

Mobile brokerage services represent an emerging application of mobile commerce in the brokerage industry. Compared with telephone-based trading services and online brokerage services, they have advantages such as ubiquity, convenience, and privacy. However, the number of investors using mobile brokerage services to conduct brokerage transactions is far smaller than those using other trading methods. A plausible reason for this is that investors lack initial trust in mobile brokerage services, which affects their acceptance of them. This research examines trust transfer as a means of establishing initial trust in mobile brokerage services. We analyze how an investor's trust in the online brokerage services of a brokerage firm affects her cognitive beliefs about the mobile brokerage services of the firm and what other key factors influence the formation of initial trust in mobile brokerage services. We develop and empirically test a theoretical model of trust transfer from the online to the mobile channels. Our results indicate that trust in online brokerage services not only has a direct effect on initial trust but also has an indirect effect through other variables. This study provides useful suggestions and implications for academics and practitioners.

[1]  ThaeMin Lee,et al.  THE IMPACT OF PERCEPTIONS OF INTERACTIVITY ON CUSTOMER TRUST AND TRANSACTION INTENTIONS IN MOBILE COMMERCE , 2005 .

[2]  S. Jarvenpaa,et al.  Exploring the implications of m-commerce for markets and marketing , 2002 .

[3]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[4]  K. Keeling,et al.  Using ZMET to explore barriers to the adoption of 3G mobile banking services , 2003 .

[5]  Ming-Chi Lee,et al.  Predicting and explaining the adoption of online trading: An empirical study in Taiwan , 2009, Decis. Support Syst..

[6]  Xin Li,et al.  Why do we trust new technology? A study of initial trust formation with organizational information systems , 2008, J. Strateg. Inf. Syst..

[7]  Keng Siau,et al.  A qualitative investigation on consumer trust in mobile commerce , 2004, Int. J. Electron. Bus..

[8]  Anup K. Ghosh,et al.  Software security and privacy risks in mobile e-commerce , 2001, CACM.

[9]  Colin Camerer,et al.  Not So Different After All: A Cross-Discipline View Of Trust , 1998 .

[10]  Detmar W. Straub,et al.  Inexperience and experience with online stores: the importance of TAM and trust , 2003, IEEE Trans. Engineering Management.

[11]  Henry H. Emurian,et al.  An overview of online trust: Concepts, elements, and implications , 2005, Comput. Hum. Behav..

[12]  K. Stewart.  Trust Transfer on the World Wide Web , 2002 .

[13]  Norman L. Chervany,et al.  What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology , 2001, Int. J. Electron. Commer..

[14]  Huei Huang Kuan,et al.  Trust transference in brick and click retailers: An investigation of the before-online-visit phase , 2007, Inf. Manag..

[15]  Kyung Kyu Kim,et al.  Initial trust and the adoption of B2C e-commerce: The case of internet banking , 2004, DATB.

[16]  Paul A. Pavlou,et al.  Building Effective Online Marketplaces with Institution-Based Trust , 2004, Inf. Syst. Res..

[17]  Tibert Verhagen,et al.  Online purchase intentions: A multi-channel store image perspective , 2009, Inf. Manag..

[18]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[19]  J. H. Davis,et al.  An Integrative Model Of Organizational Trust , 1995 .

[20]  K. Ruyter,et al.  An assessment of value creation in mobile service delivery and the moderating role of time consciousness , 2007 .

[21]  L. Zucker.  Production of trust: Institutional sources of economic structure, 1840–1920. , 1986 .

[22]  Fatemeh Zahedi,et al.  The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach , 2002, Inf. Syst. Res..

[23]  Janet R. McColl-Kennedy.  Introduction to services , 2003 .

[24]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[25]  Keng Siau,et al.  Mobile Commerce: Promises, Challenges and Research Agenda , 2001, J. Database Manag..

[26]  Michael Tow Cheung,et al.  Internet-based e-banking and consumer attitudes: an empirical study , 2002, Inf. Manag..

[27]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[28]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[29]  J. H. Davis,et al.  An integrative model of organizational trust, Academy of Management Review, : . , 1995 .

[30]  Charles J. Kacmar,et al.  The impact of initial consumer trust on intentions to transact with a web site: a trust building model , 2002, J. Strateg. Inf. Syst..

[31]  G. Zaltman,et al.  Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations , 1992 .

[32]  Joseph S. Valacich,et al.  Emerging business models for mobile brokerage services , 2004, CACM.

[33]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[34]  Anol Bhattacherjee,et al.  Individual Trust in Online Firms: Scale Development and Initial Test , 2002, J. Manag. Inf. Syst..

[35]  Ming-Chi Lee,et al.  Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit , 2009, Electron. Commer. Res. Appl..

[36]  H. Raghav Rao,et al.  A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents , 2008, Decis. Support Syst..

[37]  Sue Vaux Halliday,et al.  Sources, Signs and Signalling for Fast Trust Creation in Organisational Relationships , 2003 .

[38]  N. L. Chervany,et al.  Initial Trust Formation in New Organizational Relationships , 1998 .

[39]  Keng Siau,et al.  Building customer trust in mobile commerce , 2003, CACM.

[40]  Marios Koufaris,et al.  The development of initial trust in an online company by new customers , 2004, Inf. Manag..

[41]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[42]  P. M. Podsakoff,et al.  Self-Reports in Organizational Research: Problems and Prospects , 1986 .

[43]  Bongsik Shin,et al.  Understanding Post-adoption Usage of Mobile Data Services: The Role of Supplier-side Variables , 2009, J. Assoc. Inf. Syst..

[44]  Kim H. Y. Hahn,et al.  The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi‐channel context , 2009 .

[45]  Joel B. Cohen,et al.  Alternative Models of Categorization: Toward a Contingent Processing Framework , 1987 .

[46]  Katherine J. Stewart,et al.  How Hypertext Links Influence Consumer Perceptions to Build and Degrade Trust Online , 2006, J. Manag. Inf. Syst..

[47]  Prashant Palvia,et al.  The role of trust in e-commerce relational exchange: A unified model , 2009, Inf. Manag..

[48]  Matti Rossi,et al.  The impact of use context on mobile services acceptance: The case of mobile ticketing , 2009, Inf. Manag..

[49]  Kun Chang Lee,et al.  Transfer From Offline Trust to Key Online Perceptions: An Empirical Study , 2007, IEEE Transactions on Engineering Management.

[50]  Rolph E. Anderson,et al.  Multivariate Data Analysis with Readings , 1979 .

[51]  Gi Mun Kim,et al.  Understanding dynamics between initial trust and usage intentions of mobile banking , 2009, Inf. Syst. J..

[52]  D. Gefen,et al.  E-commerce: the role of familiarity and trust , 2000 .

[53]  In Lee,et al.  An empirical examination of factors influencing the intention to use mobile payment , 2010, Comput. Hum. Behav..

[54]  Miguel Hernández-Espallardo,et al.  Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands , 2008, Int. J. Electron. Commer..

[55]  Joseph P. Cannon,et al.  An Examination of the Nature of Trust in Buyer–Seller Relationships: , 1997 .

[56]  Jaeki Song,et al.  Trust in health infomediaries , 2007, Decis. Support Syst..

[57]  Tao Zhou,et al.  A Research of Consumers' Initial Trust in Online Stores in China , 2007, J. Res. Pract. Inf. Technol..

[58]  Ewald A. Kaluscha,et al.  Empirical research in on-line trust: a review and critical assessment , 2003, Int. J. Hum. Comput. Stud..

[59]  Charles J. Kacmar,et al.  Developing and Validating Trust Measures for e-Commerce: An Integrative Typology , 2002, Inf. Syst. Res..

[60]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .