Understanding Consumers' Web-Mobile Shopping Extension Behavior: A Trust Transfer Perspective

This paper aims to identify factors that affect consumers' web-mobile shopping extension behaviors. Drawing on the trust transfer theory, the present study investigates the trust transfer process (including trust in source, trust in target, and relationship between source and target) and its effect on consumers' benefit-sacrifice evaluations and behaviors toward mobile shopping extension. The research model was empirically tested on the data collected from 309 web-shopping users of a famous business-to-consumer retailer in China. The SEM analysis results indicate that trust in web shopping services and perceived integration between web and mobile shopping services positively affect trust in mobile shopping services. The results also demonstrate that the trust transfer process positively affects behaviors toward mobile shopping extension directly and indirectly via a dual mechanism: by enhancing perceived benefit and by reducing perceived risk of mobile shopping services. Theoretical and practical implications of these findings are discussed.

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