Understanding the evolution of consumer trust in mobile commerce: a longitudinal study
Consumer trust in mobile commerce (m-commerce) is dynamic. However, little research has examined how consumer trust in m-commerce evolves over time. Based on the extended valence theory, the self-perception theory, and the information systems expectation confirmation theory, this study examines a three-stage theoretical model of consumer trust evolution in mobile banking. We focus on the formation mechanisms of a consumers decision in the pre-usage stage, the feedback mechanisms of usage behavior in the usage stage, and the evaluation mechanisms in the post-usage stage. By analyzing longitudinal data collected from 332 individuals through two rounds of surveys, we find that pre-use trust has both direct and indirect influences on mobile banking usage behavior. Usage behavior provides significant feedbacks on cognitive or psychological factors, and customers evaluations have significant impacts on satisfaction. Satisfaction enhances post-use trust, which in turn affects future usage behavior. We also find that pre-use trust has a long term impact on post-use trust. Together, these results illustrate the dynamic process through which m-commerce consumer trust transforms.
mobile commerce mobile banking pre-use trust post-use trust