Purpose – Mobile commerce (m-commerce) represents a new area of business opportunity. Past research has often focused on customer acceptance and its antecedents, rather than factors that build trust in m-commerce. The purpose of this paper is to provide an explanation of factors influencing customer trust towards vendors on the mobile internet. Design/methodology/approach – M-commerce relies on...

Industrial services brand will play a critical role in establishing high-quality customer relationships. Based on this, this study aims to empirically explore the influence of industrial services brand on customers’ perceptions toward the two parties’ relationships. The study develops a conceptual framework firstly for industrial services brand which includes expertise, corporate reputation, co...

Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to crea...

The subjective trust relationship is uncertain in the open network; it has fuzziness and uncertainty of dual characteristics. Therefore, both features should be considered when setting up trust model. Cloud model was introduced to, a qualitative and quantitative transformation model; the investigation of subjective trust management, a brand new representation method of subjective trust was prop...