TITLE:
The Effect of Online-to-Mobile Trust Transfer on the Foundation of Mobile Banking Trust
AUTHORS:
Bangjun Wang, Chu Shan
KEYWORDS:
Trust; Mobile Banking; Online-to-Mobile Trust Transfer
JOURNAL NAME:
Communications and Network,
Vol.5 No.1B,
May
12,
2014
ABSTRACT:
The paper mainly studies the influences of
trust transfer on the establishment of consumers’ initial trust. Based on the
theory of signal transmission and self-efficiency, the study builds a trust
transfer model aiming at the same subject between different environments. The
results shows that when the consumers’ perceived change of environment is
little, prior successful experiences will improve the consumers’ perceptions of
self-ability, which probably lowers the effect of bank’s role on the
establishment of initial trust. Therefore, banks should cultivate consumers’
perceptions of their relative advantages in the original environment and thus
improve the consumers’ dependency in the new environment to avoid the loss of
consumers and build a long-term relationship.