A study on the model of trust system in B2C m-Commerce

摘要

Trust is the key factor for the sustainable development of whether e-commerce or m-commerce. Since the research on the trust of business-to-consumer m-commerce is a lack at present, this study analyzes concepts and characters of the trust of B2C m-commerce at first. Then it discusses the impact factors from the perspective of trading parties and environment. Finally a hierarchical model for the trust system of B2C m-commerce is drawn and an empirical approach of trust evaluation in B2C m-commerce that is applied to this model.