Factors Affecting Customer Initial Trust in the Mobile Payment Service Providers: An Empirical Study

It is known that perceived trust of vendor can positively affect customers’ acceptance of a certain product or service. Based on Mayer’s three-dimensional trust model and traditional trust theory, the factors affecting different dimension of customer initial trust in the mobile payment service providers were tested through an empirical study, including service providers’ reputation, perceived security, trust propensity, reference groups, etc. The results indicate that reputation and reference groups both positively affect three dimensions of trust significantly, perceived security only affects ability and benevolence, and trust propensity has a significant effect on benevolence and integrity. The results provide references for related enterprises to raise customers’ trust and attract new customers.