The Factors Impact Consumers' Initial Trust in Mobile Service: An Empirical Study in China

摘要

Lack of trust in mobile brokerage service is a primary reason why many investors do not conduct trading in mobile environment. This study propose a model of initial investor trust in mobile brokerage service and consider the effect of six antecedent variables on shaping an investor initial trust and intention in mobile brokerage service. The six variables are perceived ubiquity, service compatibility, information quality, perceived reputation, perceived security and propensity to trust. We test the proposed model by survey data collected and use a structural equation modeling techniques to analyze the causalities. The results show support for the proposed model and confirm its robustness in predicting investors' initial trust and intention in mobile brokerage service. The findings provide useful suggestions and implication for the academician and practitioners.