The impact of transaction trust on consumers' intentions to adopt m-commerce: a cross-cultural investigation.
Mobile commerce (M-commerce) has been acknowledged as one of the most representative transaction types driving e-commerce worldwide; however, the potential security threats that keep consumers from M-commerce still confound the M-commerce industry. This research attempts to explore two questions: What are the dimensions of transaction trust that may significantly affect consumers' intentions to adopt M-commerce, and what are the cultural dimensions that may significantly moderate the impact of transaction trust on consumers' intentions to adopt M-commerce? A research framework based on the BATE model and Hofstede's cultural dimensions was established to identify how transaction trust and cultural value affect consumers' intentions to adopt M-commerce. Results revealed that transaction trust significantly affects consumers' intentions to adopt M-commerce. However, while uncertainty avoidance moderates the impacts of business trust and security on consumers' intentions of M-commerce adoption, both individualism/collectivism and long-term/short-term orientation moderate the relationship between security trust and consumers' intentions of M-commerce adoption.
Kao
Danny Tengti
DT
Department of Business Administration, Shih Chien University, Taipei, Taiwan. danny@mail.usc.edu.tw
D001315:Australia; D040421:Cell Phone; D003132:Commerce; D016494:Computer Security; D034201:Computers, Handheld; D003258:Consumer Behavior; D003431:Cross-Cultural Comparison; D006801:Humans; D007206:Individuality; D033182:Intention; D020407:Internet; D007600:Judgment; D011594:Psychometrics / Q000706:statistics & numerical data; D012309:Risk-Taking; D012945:Social Values; D011795:Surveys and Questionnaires; D013624:Taiwan; D035502:Trust; D035501:Uncertainty