Title: The determinants of trust transfer on mobile shopping decision: flow experience as a moderator

Authors: Hsin Hsin Chang; Kit Hong Wong; Pin Wei Ho

Addresses: Department of Business Administration National Cheng Kung University No. 1, University Road, Tainan City 70101, Taiwan ' Department of Business Administration National Cheng Kung University No. 1, University Road, Tainan City 70101, Taiwan ' Department of Business Administration National Cheng Kung University No. 1, University Road, Tainan City 70101, Taiwan

Abstract: This study tended to develop a trust transfer model and examine the effect of trust transference among trust in physical stores, e-service and mobile shopping (m-shopping) service on m-shopping decisions. Characteristics of trustworthiness (ability, integrity and benevolence) were tested as antecedents, and flow experience was adopted as a moderator in the model. 419 valid questionnaires were collected from e-survey. The analytical results indicated that ability, integrity and benevolence increased customer trust in physical stores and e-service, and trust transference existed among different shopping channels; all three types of trust positively influenced m-shopping decision; flow experience significantly moderated the relationship between trust in physical stores and m-shopping decisions. The study suggested that managers should equally value all the shopping channels and improve its e-service quality by providing an aesthetic, secure and usable website, and dedicating their efforts to environmentally-friendly and community activities to show corporate social responsibility (CSR).

Keywords: trust transfer; trustworthiness; flow experience; mobile shopping.

DOI: 10.1504/IJMC.2019.098064

International Journal of Mobile Communications, 2019 Vol.17 No.2, pp.213 - 248

Received: 23 Aug 2016
Accepted: 30 Oct 2017
Published online: 01 Mar 2019 *

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