Building trust in m-commerce: Contributions from quality and satisfaction

Yung Shao Yeh, Yung-Ming Li

Research output: Contribution to journalArticlepeer-review

114 Scopus citations


Purpose - Mobile commerce (m-commerce) represents a new area of business opportunity. Past research has often focused on customer acceptance and its antecedents, rather than factors that build trust in m-commerce. The purpose of this paper is to provide an explanation of factors influencing customer trust towards vendors on the mobile internet. Design/methodology/approach - M-commerce relies on mobile technology and well-maintained service quality. This paper has applied the service quality model (SERVQUAL) and technology acceptance model (TAM), coupled with proposed quality factors in relation to m-commerce that, according to the literature, influence customer trust, to empirically test the formation of trust. The proposed model was empirically evaluated using online survey data from 212 experienced m-commerce customers. Findings - The results showed that despite customisation, brand image and satisfaction all directly affecting customer trust towards the vendor in m-commerce, customisation and brand image equally had a stronger direct effect on trust formation. In addition, interactivity and responsiveness had no direct impact, but had an indirect impact via satisfaction on trust towards the vendor. Practical implications - This paper contributes a theoretical understanding of factors that activate the development of trust towards the vendor. For vendors in general the results enable them to better develop customer trust in m-commerce. Originality/value - The paper verifies the effects of satisfaction and proposed quality factors on customer confidence in m-commerce. Moreover, this article validates the determinants of satisfaction.

Original languageEnglish
Pages (from-to)1066-1086
Number of pages21
JournalOnline Information Review
Issue number6
StatePublished - 1 Dec 2009


  • Customer satisfaction
  • Customer service quality
  • Telecommunications
  • Trust

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