The Role of Trust in Mobile Technologies Usage in Emerging Countries

Abstract

M-commerce is supposed to be a critical issue for initiating consumer relationships due to the opportunities of m-technologies such as combining subsistent advantage of the wireless internet, mobility, and flexibility, especially in emerging nations. But consumers still perceive high risk about m-commerce. Thereby, they prefer to make online transaction with a company they trust. The purpose of the chapter is to underline the substantiality of trust in m-commerce. The chapter presents integrative review of the trust literature; a conceptual model is proposed and tested by SEM with 226 m shopping users. The relative effects of the main of antecedents (relative benefits of mobile shopping, propensity to trust, firm reputation) of trust as well as the extent which personal evaluations exert on trust in m-commerce and satisfaction of m-commerce is the key research question explored in the chapter. The result shows that a significant percentage of the variability in trust and satisfaction of m-commerce can be statistically explained.