Consumer as network providers and vendors demand to create

Consumer trust is one of the issues that be predicted to
happen in mobile commerce .Consumer trust is a major concern issues for mobile
commerce and especially in its businesses. It is the key role in mobile commerce
because to gain consumer trust very hard and need some strategy to apply to sustain
in the businesses .It is very important to recognise and know the user’s trust and
also overwhelming task to build and gain consumer trust in mobile commerce
industry. Consumer wants see the good opportunities in mobile commerce
environment that have a good and strong of security environment and can reach
its potential in maximization profit in business. The companies such as network
providers and vendors demand to create and gain their consumer trust in this
industry in order to increase the user of the mCommerce system. There are some factors
that influence the trust of consumer in mobile commerce and need to emphasize
by the company. Siau et al. (2003) mentioned that the usability of mobile
devices, usability of m-commerce website, security of mobile transaction,
information quality, privacy of customer information, trustworthiness of
product vendors, reliability of wireless services, effect of culture and quality
of product are the influenced factors on user trust in mobile commerce.

Other than that, according to Yeh and Li (2009), said that the satisfaction, brand image and customisation
all directly affecting customer trust towards the mobile vendor in mobile commerce
and customisation brand image correspondingly had a stronger direct effect on
trust formation and in addition, interactivity and responsiveness had an
indirect impact via satisfaction on user trust towards the mobile vendor. It means
that the customisation, brand image and satisfaction of the user towards the company
provided can intensely affect the consumer trust and need to be considered by
company to gain its consumer trust towards its product services. Furthermore, the
unapproved payment, wrong and late delivery and non-conformity products in
terms of products specifications like the image in advertising is superb but
different products has deliver, also relate to gain consumer trust towards the
mobile vendor and can affect the sales of its products and services. Consumer
trust is important to study by organizations and necessary to be apply to its
customer to get the trust but some cases that the delivery of low or fake
quality product, not effective communication and security will form a bad
consumer trust towards mobile commerce product services and the vendor company
provider.

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