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The Antecedents of Trust in Mobile Commerce: A Quantitative Analysis on What Drives Mobile Trust, In The Brazilian Market.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

As the adoption of mobile devices grows around the world, the use of this tool to access the internet and, consequently, interact with a mobile store is also growing. A mobile commerce that is trustworthy tends to have advantages if compared to its competitors and, therefore, better results. This study focuses on understanding and measuring the influence of trust antecedents applied to mobile commerce, in Brazil. The final antecedents found are Data Controls, Website Interactivity, Reputation and Willingness to Customize. The results indicate that Data Controls, followed by Reputation and Website Interactivity are the main influencers of Trust. If Reputation is not considered as part of the model, Website Interactivity becomes an important antecedent. The results provided in this thesis are relevant, since there is a lack of research related to trust in mobile commerce. It has deep practical applications by helping an online business to focus on actions that are essential to build trust through a device with such differentiated capabilities and dynamics of use.

Place, publisher, year, edition, pages
2016. , p. 71
Keywords [en]
Trust, Mobile Commerce, E-Commerce, Marketing, Online Marketing, Data Controls, Website Interactivity, Reputation, Willingness to Customize
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53697OAI: oai:DiVA.org:lnu-53697DiVA, id: diva2:938647
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
Supervisors
Examiners
Available from: 2016-06-17 Created: 2016-06-17 Last updated: 2016-06-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf