Factors Influencing Customer Trust Towards Vendors on the Mobile Internet

Abstract

The purpose of this paper is to provide an explanation of factors influencing customer satisfaction and trust towards the vendor in m-commerce. The study sample consists of 200 respondents. Data were analyzed by employing multiple regression analysis. This paper has applied the service quality model (SERVQUAL) and technology acceptance model (TAM), coupled with proposed quality factors in relation to m-commerce. The proposed model was empirically tested and results confirmed that customer satisfaction towards the vendor was significantly influenced by ease-of-use, responsiveness, and brand image. Meanwhile, customer trust towards the vendor in m-commerce is affected by responsiveness, brand image and satisfaction towards the vendor in m-commerce. Based on the findings, vendors in m-commerce should focus on the factors which can generate more satisfaction and trust from the customers. For vendors in general, the results enable them to better develop customer trust in m-commerce. Vendors on the mobile Internet can provide a more satisfying experience for customers.

Keywords: Mobile, Internet, Trust, Satisfaction, Regression