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The Impact of Trust on the Mobile Commerce Adoption in Tourism Industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is explaining the effect of trust on consumers mobile commerce adoption under the influence of cross-cultural effects in the tourism industry.  This research applied a quantitative method, with a total sample size of 200. The collected samples are coming from China and France in the tourism industry. The result of this study is in line with previous studies that trust plays a crucial role in mobile commerce(MC) adoption of consumers. Design, privacy and reputation are very important determinants of trust on MC adoption. This study shows that uncertainty avoidance(UA) has a negative impact on the relationship between trust and MC adoption, and the moderating effect of UA is weaker for the consumer who are accustomed to low UA culture, compared to those who are accustomed to high-level UA culture.

 

Place, publisher, year, edition, pages
2017. , 82 p.
Keyword [en]
Mobile commerce, Trust, Uncertainty Avoidance, Tourism industey
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65057OAI: oai:DiVA.org:lnu-65057DiVA: diva2:1107546
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-09 Last updated: 2017-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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