Trust dimension in m-commerce
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Some users did not see the benefits of mobile payments over credit cards for making purchases. While mobile payments allow payment without cash, credit cards already provide that functionality. Users will only adopt mobile payment services if their routines change or as mobile payments become more popular and used by friends and family. The document then discusses different types of trust that impact adoption of mobile commerce - characteristic-based trust from social recommendations, process-based trust transferring from prior online shopping experiences, and institutional-based trust from app store approval processes acting as third-party guarantors.
![Experience-based: e.g., e-commerce experience, familiarity, Internet
experience, etc.
Cognition (observation)-based: e.g., system reliability, privacy
protection, quality of information, security protection, brand image,
etc [7].
Personality-oriented: e.g., disposition to shopping habbits, trust, etc.
Affect-based: e.g., presence of third-party seals, reputation referral,
recommendation, buyers‟ word-of-mouth, feedback, review
comments, etc [12].](https://image.slidesharecdn.com/trustdimensioninm-commerce-200330121816/85/Trust-dimension-in-m-commerce-4-320.jpg)
Trust dimension in m-commerce
- 1. TRUST DIMENSION IN M- COMMERCE
- 2. TRUST Many new users also told us that they did not see the benefits in using mobile payments instead of a credit card, despite understanding how to use mobile payment options. That is, the mobile payment service seemed to offer the same benefits as a credit card to them, e.g., payment without cash. Yet they were already able to do this with a debit or credit card. Some participants told us that they felt they would not use mobile payment services in the near future unless their routines changed. “I think (I would maybe use mobile payments in the future) because it could become more popular and we are moving towards that, maybe when my friends and family start using it and when it becomes a norm.”
- 4. Experience-based: e.g., e-commerce experience, familiarity, Internet experience, etc. Cognition (observation)-based: e.g., system reliability, privacy protection, quality of information, security protection, brand image, etc [7]. Personality-oriented: e.g., disposition to shopping habbits, trust, etc. Affect-based: e.g., presence of third-party seals, reputation referral, recommendation, buyers‟ word-of-mouth, feedback, review comments, etc [12].
- 5. We found several trust concerns in relation to using mobile payments. These included concerns around access to information and fragmented payment solutions. First, four existing users
- 6. CHARACTERISTIC-BASED TRUST Characteristic-based trust refers to trust that is developed through similarities between consumers and companies (e.g., similar gender, ethnicities, affiliations). In an age of mobile shopping, devoid of much human contact (at least between company employees and consumers), one might think that it would be hard to establish trust in this way. Yet, as our first study's results showed, many participants engaged in mCommerce shopping activities that were initiated by a friend or family member's recommendation. Because of the social recommendation, people placed trust in a site, service, or product, regardless of whether or not it was trustful. Thus, having friends, family, or, to a lesser extent, social networks provide recommendations for shopping makes characteristic-based trust a key component for mCommerce trust.
- 7. PROCESS-BASED TRUST For process-based trust that is built through a history of past transactions, we saw in our first study that even though participants were experiencing a new medium for shopping (e.g., mobile shopping), they brought notions of trust with them through their prior experiences with eCommerce and retail experiences. For example, they continued to shop with companies that were previously known to them in the non-mobile space, such as eBay, Amazon, etc. The implication is that designers should consider fully integrating their mobile commerce opportunities with existing commerce sites and interactions such that notions of trust will transfer. For example, a company that presents an eCommerce web presence should provide a similar mCommerce presence in look and feel where a person could easily migrate between the two.
- 8. INSTITUTIONAL-BASED TRUST Institutional-based trust relates to trust that is established by presenting a public presence that is respected and shows integrity. This is commonly done through third party guarantors, membership in associations with professional codes of conduct, etc. The definition of this type of trust mechanism did not historically include distribution models such as app marketplaces, yet our first study has shown that these distribution models have played the role of third party guarantors when it comes to mCommerce. That is, the (often stringent) approval processes (e.g., Apple's App Store) that mobile apps must go through before they are even placed in the hands of consumers acts as a guarantor of service or products acquired through it. This is regardless of whether or not such approval processes actually do make companies more trustworthy with their apps or shopping services. For consumers, it doesn’t matter; they simply assume so.