The Impact of Transaction Trust on Consumers' Intentions to Adopt M-Commerce: A Cross-Cultural Investigation

Mobile commerce (M-commerce) has been acknowledged as one of the most representative transaction types driving e-commerce worldwide; however, the potential security threats that keep consumers from M-commerce still confound the M-commerce industry. This research attempts to explore two questions: What are the dimensions of transaction trust that may significantly affect consumers' intentions to adopt M-commerce, and what are the cultural dimensions that may significantly moderate the impact of transaction trust on consumers' intentions to adopt M-commerce? A research framework based on the BATE model and Hofstede's cultural dimensions was established to identify how transaction trust and cultural value affect consumers' intentions to adopt M-commerce. Results revealed that transaction trust significantly affects consumers' intentions to adopt M-commerce. However, while uncertainty avoidance moderates the impacts of business trust and security on consumers' intentions of M-commerce adoption, both individualism/collectivism and long-term/short-term orientation moderate the relationship between security trust and consumers' intentions of M-commerce adoption.