One House of Korea Products. One of the customer

One of the major issues in mobile commerce is consumer trust. Consumer trust is the key part in mobile commerce, it is more like a business psychology issue that relate to security issue rather than technical issue. It is very important to understand and know the user’s trust towards mCommerce and also intimidating task to build and gain consumer trust towards mCommerce. Consumer wants to see mCommerce environment have a secure environment and can reach its potential. The companies of network providers and mobile vendors need to build their consumer trust in this industry in order to increase the user of the mCommerce system. That have a number of factors that influence the trust of consumer in mobile commerce. Trust in adoption of mobile commerce is influenced factors such as reliability of wireless services, usability of m-commerce website, usability of mobile devices, information quality, privacy of customer information, security of mobile transaction, trustworthiness of product vendors, quality of product and effect of culture (Siau et al., 2003).
Other than that, according to Yeh and Li (2009), the customisation, brand image and satisfaction all directly affecting customer trust towards the vendor in m?commerce, customisation and brand image equally had a stronger direct effect on trust formation and in addition, interactivity and responsiveness had an indirect impact via satisfaction on trust towards the vendor. It is means the customisation, brand image and satisfaction of the service can strongly affect the consumer trust towards the mobile commerce. Other issues that relate to consumer trust are unauthorized payment, not and late delivery and non-conformity products in terms of products specifications like the image in advertising is superb but different products has deliver. After that, the delivery of high quality product, effective communication and security will create strong consumer trust towards mobile commerce services.
One of the example that relate to consumer trust is, according to ABS-CBN News (2015), Etude House Philippines as the Philippines distributor of Korean brand Etude House, sue the mobile commerce shopping site Lazada due to selling or facilitating the sale of fake and counterfeit Etude House of Korea Products. One of the customer of Etude House complaints to Etuda store after received fake products from Lazada and Etuda take the further action to clear the brand image and not sell its products through Lazada Philippines again due to lack of trust on Lazada company again. Consumer will think many times to purchase something from Lazada Philippines website because of the sales of counterfeit and fake products but Lazada claim original products that its sale. It will affect the consumer trust towards Lazada in purchasing using mobile because they cannot see the products in front of the eyes for the satisfaction and the quality of delivered products make the negative effect to company and decrease level of consumer trust on Lazada again.
Other example that relate to consumer trust on mobile commerce was Taobao company that founded by Alibaba. According to Deahl (2017), the China’s new cyber-court has a court case on Taobao that recently been under fire for allowing vendors to sell both illegal VPNs that allow individuals to bypass China’s online censorship, customized photos and videos featuring African children that have been called racist and exploitative and means Alibaba could end up hosting and authorizing legal proceedings against itself. In this case, trustworthiness of product vendor’s quality and effect of culture towards racism will affect the brand image of Taobao Company in the sustainability of gain consumer trust on its products and services in mobile commerce. This two example of issues relating to consumer trust towards mobile commerce. It is important to get the consumer trust in the mobile commerce industry to sustain and compete in this industry.
With a lot of innovation in mobile technology combine with the good consumer trust towards the company, it will create a new opportunities in the mobile commerce industry for businesses. It is very important to have and gain consumer trust in order to penetrate the global market and reach its potential in mobile commerce industry. New innovations technology on mobile commerce together with the strong security will deliver the trust and satisfying needs to the consumer.