=Paper=
{{Paper
|id=Vol-2747/paper9
|storemode=property
|title=Analyzing the Relationship between Trust and Purchase Intention in mCommerce
|pdfUrl=https://ceur-ws.org/Vol-2747/paper9.pdf
|volume=Vol-2747
|authors=Katherine Duran,Cristian Rusu,Sandra Cano
}}
==Analyzing the Relationship between Trust and Purchase Intention in mCommerce==
https://ceur-ws.org/Vol-2747/paper9.pdf
Analyzing the Relationship between Trust and
Purchase Intention in mCommerce
Katherine Duran1, Cristian Rusu1, Sandra Cano1
1
Pontificia Universidad Católica de Valparaíso, Av. Brasil No. 2241, Valparaíso, Chile
katherine.san.duran@gmail.com, cristian.rusu@pucv.cl, sandra.cano@pucv.cl
Abstract. The use of mobile devices is widely spread. The electronic
commerce trough mCommerce is also increasing. However, there are still
suspicions in some users when purchasing good or services through a mobile
channel. One of the main issues that influence the purchase intention in
mCommerce is the customers’ trust. Consumers’ trust is intrinsically related to
their experience, but also with the confidence in a brand. We aim to examine
the relationship between customers’ trust and their intention to purchase in
mCommerce. For this purpose, we designed a specific scale, based on an
extensive literature review. The paper presents the process of designing the
scale.
Keywords: Consumer trust, Purchase intention, mCommerce, Costumer
experience
1 Introduction
Consumer confidence has been extensively addressed, but its correlation with
purchase intention has not always been investigated. This implies the need to know
behaviors, needs and apprehensions that users may suffer when facing a mobile
electronic commerce platform (mCommerce).
Due to this need, this study focuses on a bibliographic review on the shopping
experience in mCommerce, and more specifically on the relationship between
consumers’ confidence and their purchase intention. The results obtained show that
the studies regarding trust and purchase intention are still incipient. Based on the
bibliographic review carried out, we have designed a survey whose purpose is to
evaluate consumer confidence and purchase intention. We hope that the survey will
also allow us to assess the relationship between the two constructs.
The article presents a brief frame of reference in section 2. Section 3 analyzes the
works related to the subject of the study. Section 4 documents the development of the
survey. Finally, section 5 highlights conclusions and future work.
Copyright c 2020 for this paper by its authors. Use permitted under Creative Commons
License Attribution 4.0 International (CC BY 4.0).
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2 Referential Framework
The Consumer Experience (usually referred as Customer eXperience, CX) has been
defined as a multidimensional construction based on cognitive, emotional, physical,
sensory and social responses evoked by various market players. Lin et al [1] argued
that the consumer experience developed as a result of a set of interactions between a
consumer and a business, or the offers and services of a business.
This discipline was initially linked to the science of services. However, as the
consumption of products and services through platforms has grown explosively, the
need to approach areas such as Human-Computer Interaction (HCI) was imminent.
All interactions made by the consumer with the brand are called touch points or points
of contact. The design of the CX focuses on creating an optimal experience for
consumers, at all touchpoints [2].
Trust is a complex human behavior, composed and influenced by multidimensional
parameters [3]. As defined by Arion et al [4], trust refers to the amount of knowledge
and clues on which to base belief. Therefore, trust acts as a mental mechanism, based
on incomplete information, which helps reduce complexity to allow decision making
under uncertainty [5,6]. Of the studies found, on the evaluation of trust in different
types of platforms, most address it based on the Technology Acceptance Model
(TAM), or from the preparation of questionnaires that recall this model based on
constructs that determine the questions in each section of the questionnaire.
From the perspective of social interaction, trust is a problem of gradual
progression, and it forms when one has confidence in a person's actions, which
suggests that they are trustworthy. It is the result of voluntarily trusting an exchange
partner [7].
If we take it to the online world, Hwang and Chang [8] expose 3 subjective norms
that define trust online:
• Integrity: is the belief that a trusted party adheres to accepted rules of conduct,
such as honesty and keeping promises.
• Capacity: is the belief in the skills and competencies of the trusted party.
• Benevolence: is the belief that the trusted party, while waiting to make a
profit, wants to do good to the consumer.
In this sense, it is understood that there is an exchange of trust, based on the user's
beliefs towards the object in which the trust is placed. Well, while the platform tries to
be reliable, the user evaluates its reliability based on the use, and the implicit
compliance with these standards. This is where the concept of consumer trust comes
from.
Purchasing intention is a possibility or probability that consumers buy a product or
service [9]. According to this definition, the intention to purchase a service can be
defined as a series of service factors affect the consumer's psychology and will affect
the probability that consumers will buy the service [10].
Along with this, the evaluation of the online shopping experience is generated by
the user. Here, the qualities and perceived aesthetic quality of an online shopping
website directly affect the consumer experience, including perceived trustworthiness
and perceived experimental qualities [11]. In addition, real interactions with the
platform allow consumers to assess their expectations and influence their intention to
buy as a result of decision making influenced by the attitude of use (User Attitude,
2
UA). UA can be defined as the general tendency of consumers to appreciate the value
of the website and to use it. UA is influenced by perceived experiential qualities. In
addition, it has been found that trust is directly related to consumer use attitude.
3 Related Works
To evaluate the consumer experience, it is necessary to know exactly which processes
involve them, in order to safeguard the coherence of that experience at each point.
Many authors have mapped the phases involved in the purchase process, to see how
trust affects them, or for other reasons.
When entering for the first time, to an unknown site, consumers will face an
exploration process in which they will form knowledge and trust or initial distrust, in
this first experience. After many transactions, consumers will have become familiar
with the site and its transaction process. Online trust is developed here, in the phase of
commitment called continuous trust or solid trust, a level of trust intention that does
not change dramatically over a given period of time [12].
For the purposes of this research, the proposal by Petre et al. [13] would be the one
that best adapts, since it incorporates the phases: Formation of the expectation,
Approach to the site, Pre-purchase interaction, Electronic purchase, Post-purchase
interaction, Product or service consumption.
In this way, the purchase intention could be mapped with all its ingredients, from
the pre-purchase interaction phase, for a user who does not convert, and the post-
purchase interaction in the case of doubts, or a recurring purchase. This perspective is
based on the Total Client Experience (TCE). This extends beyond the user's
interaction with the site or application. Including: product delivery, after-sales,
customer service and support. All these points of contact affect the perception of
value and quality of service that the consumer has with respect to the company.
Which consequently would affect consumer loyalty [14].
According to the definitions reviewed above, it is understood that the consumer
experience is a multifactorial construction, therefore, it is important to review how
these factors affect trust. Escobar and Carvajal [15], based on the model The Unified
Theory of Acceptance and Use of Technology (UTAUT2) or Unified Theory of
Acceptance and Use of Technology. With it, he describes the extent to which some
external factors shape the acceptance of technology and also interfere with trust in an
online purchasing process. These and other authors develop their research based on
questionnaires that map the different constructs that form trust, according to the
platform or type of service to be evaluated.
4 Developing a Questionnaire to evaluate the Consumer
Experience in mCommerce
To develop this research, the mobile application of a Latin American airline was
taken as a case study.
3
For the design of the questionnaire, the constructs obtained in the bibliographic
review were taken, which were attentive to the use or adoption of the purchase
through a mobile application. These are listed in table 1.
Tabla 1. Constructs that were used in the questionnaire.
Constructs and Associated questions
reference source
Trust disposition I usually trust people until they give me a reason not to trust them
McKnight et al. 2002 I generally give people the benefit of the doubt when I first meet
[16] them.
My typical approach is to trust new acquaintances until they prove
that I shouldn't trust them.
Personal innovation When I hear about a new app, I often find an excuse to download it
McKnight et al. 2002 Among my colleagues, I am usually the first to try new
[16] applications
Familiarity with the In general, I am familiar with this application
application I am familiar with finding items in this application
Gefen [17] I am familiar with the purchase process for this app
Honestidad I think this app generally meets the commitments it makes
Casaló et al. (2007) I believe that the information offered by this application is sincere
[18] and honest.
I think I can trust the promises this app makes
This application does not make false statements
This applicatioN is characterized by the frankness and clarity of the
services it offers to the consumer.
Benevolence I think this application has to do with the present and future
Casaló et al. (2007) interests of its users.
[18] I believe this application takes into account the repercussions that
your actions could have on the consumer.
I think this app would not do anything intentional to harm the user
I believe that the design and commercial offer of this website
consider the wishes and needs of its users.
I think this application is responsive to the needs of its users
Competence I think this app has enough experience in marketing the products
Casaló et al. (2007) and services it offers.
[18] I believe this application has the necessary resources to
successfully carry out its activities.
I think this app knows its users well enough to offer them products
and services tailored to their needs.
Usability
Appropriateness The application is functional (useful and practical).
recognizabilityDavis The content of the application is useful to me
(1989) [19]
Learnability The application is easy to use
Davis (1989) [19], The in-app purchase process is easy to learn
Operability (Own App attributes make it easy to control and operate
elaboration)
User error protection During the purchase process, the application prevented me from
(Own elaboration) making errors of use
4
User interface I think this application is accessible and allows any type of user to
aesthetics Own use it
elaboration)
Puchase intention I hope to use the SKY app to buy an airline ticket online soon
Taylor and Todd I am thinking of using the SKY app to purchase an airline ticket
(1995) [20], online soon
Gefen & Straub 2000 I will use the SKY app to buy an airline ticket, online soon
[21] It is likely that you will repeat the purchase of the air ticket through
the SKY application
Risk How would you characterize the decision to buy a product through
Van der Heijden et al. this application?
(2003) [22] What is the probability that I will make a good deal buying in this
Pavlou [14] application?
Kim et al. (2009) [23] How would you rate your overall risk perception of this app?
For each of the indicated constructs, various questions proposed by the cited
authors were established, which would make it possible to investigate the perception
of each user for each of them. The questions use a Likert scale in which it is evaluated
how much agree or disagree with the statement of each question.
5 Conclusions and Future Work
Consumer trust in mCommerce platforms is a very important issue. Many consumers
use them only to quote, and then make their purchase through a desktop platform. But
the user gets to break the barrier of uncertainty and will be given an initial trust that
fosters trust. On the other hand, if the brand, and everything that it communicates
through the various points of contact, transmits trust, a purchase intention could be
established which may or may not be specified.
The bibliographic study carried out allowed us to define a questionnaire to evaluate
the consumer experience. The questionnaire has not yet been validated. As future
work, we intend to validate the questionnaire through a case study, the mCommerce
platform of an airline. Through the responses obtained, we want to investigate the
relationship between consumer confidence and purchase intention.
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