The Importance of Trust and Risk in M-Commerce: A South African Perspective

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Executive Summary

Despite the hype associated with m-commerce and the massive revenue predictions by research companies, current adoption figures by consumers seem to demonstrate a lack of enthusiasm for more advanced services. A key reason cited in the literature is a lack of trust. M-commerce transactions are often characterised by complex technology, anonymous vendors, lack of transparency and convoluted interactions between stakeholders. Trust becomes more important in situations of increased uncertainty, such as m-commerce. This research investigates a model that incorporates trust and risk factors to explore adoption of Mcommerce. The model is based on the existing trust literature, but complemented with variables that relate to the benefits of mobile technologies, namely Innovation Diffusion characteristics.

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