Do We Need Trust Transfer Mechanisms? An M-Commerce Adoption Perspective

Abstract

This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building mechanisms, this study explored the importance of the institutional mechanisms and their moderating effects between trust in the vendors and intention to adopt m-commerce. Traditionally, the effects of institutional mechanisms on trust and adoption intention have been considered separately in different study contexts. The purpose of this study was to extend the literature by simultaneously exploring two institutional mechanisms that are conceptually highly similar to each other, namely, structural assurance (SA) and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). A self-administered survey was used to collect data, which were analyzed using partial least squares structural equation modelling (PLS-SEM). The results revealed that most of the constructs examined have significant relationships with the intention to adopt m-commerce. Additionally, PEEIM exhibits a significant moderating effect but SA does not. This study delineates how trust-building mechanisms play important roles in increasing consumers’ confidence in order to promote m-commerce adoption.

Keywords

• mobile commerce
• trust transfer
• perceived effectiveness of e-commerce institutional mechanisms (PEEIM)
• structural assurance (SA)
• UTAUT