Mobile Commerce: Impactos da Confiança e seus Antecedentes na Intenção de Compra

• Jorge Brantes Ferreira ^[1] ; Leticia Bade de Oliveira ^[1] ; Cristiane Junqueira Giovannini ^[1] ; Fernanda Leão Ramos ^[1]
  1. [1] Pontifícia Universidade Católica do Rio de Janeiro

     Pontifícia Universidade Católica do Rio de Janeiro

     Brasil

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 60, 2023, págs. 437-450
• Idioma: portugués
• Títulos paralelos:
  • Mobile Commerce: Impacts of Trust and its Antecedents on the Intention to Purchase
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This work proposes a model that incorporates subjective norms, as well as interactive, utilitarian, and hedonic factors as antecedents of trust in mobile commerce contexts and evaluates trust effects on attitude and purchase intention. An online survey collected data from 433 Brazilian consumers, the data were analyzed using structural equation modeling. The results suggest that both utilitarian and hedonic factors have a strong effect on mobile trust construction and that this effect is transferred to the attitude and intention to buy via mobile devices. The effect of trust on attitude explains 49% of the observed variance in attitude, indicating a mediating effect of consumer trust.

  • português

    Este trabalho propõe um modelo que incorpora normas subjetivas, fatores interativos, utilitários e hedônicos como antecedentes da confiança no contexto do comércio móvel e seus efeitos sobre a atitude e intenção de compra. Um levantamento online coletou dados de 433 consumidores brasileiros, que foram analisados por modelagem de equações estruturais. Os resultados sugerem que fatores utilitários e hedônicos exercem forte efeito sobre a construção da confiança em ambientes de m-commerce e que este efeito é transferido para a atitude e a intenção de comprar via dispositivos móveis. O efeito da confiança em relação à atitude é capaz de explicar 49% da variância observada na atitude, apontando para um efeito mediador da confiança.

• Referencias bibliográficas
  • Ajzen, I., & Fishbein, M. (1972). Attitudes and normative beliefs as factors influencing behavioral intentions. Journal of Personality...
  • Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New York: Routledge.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
  • Fishbein, M., & Ajzen, I. (1975). Beliefs, attitude, intention and behavior: An introduction to theory and research. Reading: Addison-Wesley.
  • Giovannini, C. J., Ferreira, J. B., Silva, J. F. D., & Ferreira, D. B. (2015). The effects of trust transference, mobile attributes and...
  • IBGE. (2022). Pesquisa Nacional por Amostra de Domicílios Contínua 2022 – Acesso à Internet e à televisão e posse de telefone móvel celular...
  • Khalifa, M., & Shen, K. N. (2008). Explaining the adoption of transactional B2C mobile commerce. Journal of Enterprise Information Management,...
  • Kim, H. B., Kim, T. T., & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce...
  • Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers...
  • Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance....
  • Kuan, H.-H., & Bock, G.-W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase....
  • Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic...
  • Lee, J., Kim, M., Ham, C.-D., & Kim, S. (2017). Do you want me to watch this ad on social media? The effects of norms on online video...
  • Li, M., Dong, Z. Y., & Chen, X. (2012). Factors influencing consumption experience of mobile commerce: A study from experiential view....
  • Liu, C. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—a comparison...
  • Morgan, D. L. (2006). Snowball sampling. The SAGE Encyclopedia of Qualitative Research, 2, 815-816.
  • Nielsen. (2023). 47th Ed. Webshoppers. https://nielseniq.com/global/pt/landing-page/ebit/nielseniq-ebit-brasil/webshoppers/
  • Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use mobile services: antecedents and cross-service comparisons....
  • Sarkar, S., Chauhan, S., & Khare, A. (2020). A meta-analysis of antecedents and consequences of trust in mobile commerce. International...
  • Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129.
  • Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future...
  • Shaw, N., & Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal...
  • Sun, S., Law, R., & Schuckert, M. (2020). Mediating effects of attitude, subjective norms and perceived behavioural control for mobile...
  • Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online trust: State of the art, new frontiers, and research potential. Journal of Interactive...
  • Varnali, K., & Toker, A. (2010). Mobile marketing research: The state-of-the-art. International Journal of Information Management, 30(2),...
  • Zhang, T., Lu, C., & Kizildag, M. (2018). Banking “on-the-go”: Examining consumers’ adoption of mobile banking services. International...
  • Zhou, T. (2012). Examining mobile banking user adoption from the perspective of trust and flow experience. Information Technology and Management,...