|
Title:
|
HOW CAN A MOBILE VENDOR ENGENDER SHOPPER TRUST AND REDUCE PERCEIVED OPPORTUNISM? |
|
Author(s):
|
Sonia San-Martín |
|
ISBN:
|
978-989-8533-09-8 |
|
Editors:
|
Bebo White and Pedro Isaías |
|
Year:
|
2012 |
|
Edition:
|
Single |
|
Keywords:
|
Mobile shopping; trust; satisfaction; opportunism; signals; social influence. |
|
Type:
|
Full Paper |
|
First Page:
|
173 |
|
Last Page:
|
179 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
An information asymmetry situation and adverse selection problem may appear in distance shopping, when consumers have to buy with the mobile. In this paper authors suggest a model which reflects three different ways to enhance mobile shopper trust and reduce perceived opportunism: a) an internal reference: satisfaction with mobile shopping (MS); b) external cues deriving from the mobile vendor (reputation) and the mobile site (cognitive signals such as security and personalization, and experiential signals, such as design and entertainment); c) an external influence deriving from the effect of the reference group opinions, social influence. Results show that satisfaction, vendor reputation, personalization, security and entertainment are determinants of trust and satisfaction and in this way, a means of reducing perceived opportunism. This is the only study we know that offers an innovative model to reduce perceived opportunism in MS with a national sample of m-shoppers. |
|
|
|
|
|
|
