標題: Increasing trust in mobile commerce through design aesthetics
作者: Li, Yung-Ming
Yeh, Yung-Shao
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
關鍵字: Mobile commerce;Trust;Design aesthetics;Website design;Website quality
公開日期: 1-七月-2010
摘要: The growth of mobile commerce (m-commerce) has motivated a better understanding of how trust can be built on a mobile device. Researchers have previously examined design aesthetics (or visual aesthetics) of mobile website and incorporated a hedonic component of enjoyment in m-commerce domain, but the relationship between design aesthetics of mobile website design and customer trust in m-commerce has been rarely investigated. In this study, design aesthetics was enhanced to include a website characteristics component as important to trust development on the mobile Internet. This model was examined through an empirical study involving 200 subjects using structural equation modeling techniques. Our research found that design aesthetics did significantly impact website characteristics component, especially customization, perceived usefulness and ease of use, all of which were ultimately shown to have significant explanatory power in affecting customer trust. (C) 2010 Elsevier Ltd. All rights reserved.
URI: http://dx.doi.org/10.1016/j.chb.2010.01.004
http://hdl.handle.net/11536/14096
ISSN: 0747-5632
DOI: 10.1016/j.chb.2010.01.004
期刊: COMPUTERS IN HUMAN BEHAVIOR
Volume: 26
Issue: 4
起始頁: 673
結束頁: 684
顯示於類別:期刊論文


文件中的檔案:

  1. 000278348500023.pdf