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The role of Security, Design and Content factors on customer trust in mobile commerce

Author

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  • Nilashi, Mehrbakhsh
  • Ibrahim, Othman
  • Reza Mirabi, Vahid
  • Ebrahimi, Leili
  • Zare, Mojtaba

Abstract

Building customer trust is a complex process that involves business and technology practices. Gaining customer trust in mobile commerce is a particular daunting task and plays a major influence on a customer's decision making behavior. A trusted website can provide mobile commerce with powerful competitive advantages. Various factors influence the complex process of engendering customer trust in mobile commerce websites. Evaluating those factors is important in decision making of selecting appropriate online shopping website. This study focuses on Security, Design and Content factors that influence the customers' trust in mobile commerce websites. The objectives of this paper are to reveal the real importance level of trust factors on customers' trust and decision making in selecting the appropriate trusted website. To achieve the objectives of this study, Analytic Network Process (ANP) from the Multi-Criteria Decision Making (MCDM) approaches and fuzzy logic from Artificial Intelligence (AI) approaches are used. By considering interrelationships among the trust factors, ANP is employed for selecting the appropriate website for mobile commerce. Then, using fuzzy set theory, a Fuzzy Inferences System (FIS) is developed for revealing the real importance level of factors. The outcome of the proposed decision-making system helps shopping websites managers and service providers to ascertain the trust level of their websites and adequately allow them to improve the website quality.

Suggested Citation

  • Nilashi, Mehrbakhsh & Ibrahim, Othman & Reza Mirabi, Vahid & Ebrahimi, Leili & Zare, Mojtaba, 2015. "The role of Security, Design and Content factors on customer trust in mobile commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 57-69.
    • Handle: RePEc:eee:joreco:v:26:y:2015:i:c:p:57-69
    DOI: 10.1016/j.jretconser.2015.05.002
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    References listed on IDEAS

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    3. Nurul Fazleen Mohd Zariman & Norshima Humaidi & Muhammad Hafiz Abd Rashid, 2023. "Mobile commerce applications service quality in enhancing customer loyalty intention: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 649-663, December.
    4. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
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    8. Rongbin Yang & Santoso Wibowo, 2022. "User trust in artificial intelligence: A comprehensive conceptual framework," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2053-2077, December.
    9. Rupam Chowdhury, 2023. "Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator," SN Business & Economics, Springer, vol. 3(1), pages 1-23, January.
    10. Ferreira, Daniel Brantes & Giovannini, Cristiane & Gromova, Elizaveta & da Rocha Schmidt, Gustavo, 2022. "Arbitration chambers and trust in technology provider: Impacts of trust in technology intermediated dispute resolution proceedings," Technology in Society, Elsevier, vol. 68(C).
    11. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    12. Jiaxin Zhang & Yan Luximon & Yao Song, 2019. "The Role of Consumers’ Perceived Security, Perceived Control, Interface Design Features, and Conscientiousness in Continuous Use of Mobile Payment Services," Sustainability, MDPI, vol. 11(23), pages 1-16, December.

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