One of the major issues in mobile commerce is consumer trust.
Consumer trust is the key part in mobile commerce, it is more like a business
psychology issue that relate to security issue rather than technical issue. It
is very important to understand and know the user’s trust towards mCommerce and
also intimidating task to build and gain consumer trust towards mCommerce.
Consumer wants to see mCommerce environment have a secure environment and can
reach its potential. The companies of network providers and mobile vendors need
to build their consumer trust in this industry in order to increase the user of
the mCommerce system. That have a number of factors that influence the trust of
consumer in mobile commerce. Trust in adoption of mobile commerce is influenced
factors such as reliability of wireless services, usability of m-commerce
website, usability of mobile devices, information quality, privacy of customer
information, security of mobile transaction, trustworthiness of product
vendors, quality of product and effect of culture (Siau et al., 2003).

Other than that, according to Yeh and Li (2009), the 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 and in addition, interactivity and responsiveness had an
indirect impact via satisfaction on trust towards the vendor. It is means the
customisation, brand image and satisfaction of the service can strongly affect
the consumer trust towards the mobile commerce. Other issues that relate to
consumer trust are unauthorized payment, not and late delivery and
non-conformity products in terms of products specifications like the image in
advertising is superb but different products has deliver. After that,
the delivery of high quality product, effective communication and security will
create strong consumer trust towards mobile commerce services.

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One of the example that
relate to consumer trust is, according to ABS-CBN News (2015), Etude House Philippines
as the Philippines distributor of Korean brand Etude House, sue the mobile
commerce shopping site Lazada due to selling or facilitating the sale of fake
and counterfeit Etude House of Korea Products. One of the customer of Etude
House complaints to Etuda store after received fake products from Lazada and
Etuda take the further action to clear the brand image and not sell its
products through Lazada Philippines again due to lack of trust on Lazada
company again.  Consumer will think many
times to purchase something from Lazada Philippines website because of the
sales of counterfeit and fake products but Lazada claim original products that
its sale. It will affect the consumer trust towards Lazada in purchasing using
mobile because they cannot see the products in front of the eyes for the
satisfaction and the quality of delivered products make the negative effect to
company and decrease level of consumer trust on Lazada  again.

Other example that
relate to consumer trust on mobile commerce was Taobao company that founded by
Alibaba. According to Deahl (2017), the China’s new
cyber-court has a court case on Taobao that recently
been under fire for allowing vendors to sell both illegal VPNs that
allow individuals to bypass China’s online censorship, customized photos and videos
featuring African children that have been called racist
and exploitative and means Alibaba could end up hosting and authorizing legal
proceedings against itself. In this case, trustworthiness of product vendor’s
quality and effect of culture towards racism will affect the brand image of
Taobao Company in the sustainability of gain consumer trust on its products and
services in mobile commerce. This two example of
issues relating to consumer trust towards mobile commerce. It is important to
get the consumer trust in the mobile commerce industry to sustain and compete
in this industry.

With a lot of innovation in mobile
technology combine with the good consumer trust towards the company, it will
create a new opportunities in the mobile commerce industry for businesses. It
is very important to have and gain consumer trust in order to penetrate the
global market and reach its potential in mobile commerce industry. New
innovations technology on mobile commerce together with the strong security
will deliver the trust and satisfying needs to the consumer.

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