Abstract
Mobile shopping is getting more and more popular. However, the number of mobile users is not parallel to the number of mobile shoppers. The reason of this phenomenon may be that mobile shoppers frequently concern about security while conducting mobile transactions. The current study aims to explore Trust Transference Facilitators (TTF) that can be used to persuade non-mobile shoppers into mobile shoppers. Drawing on the model of argument and the persuasion principles, our study uncovers how TTF can be presented on the checkout page of an m-commerce app and why it has the potential to eliminate consumers’ negative attitudes toward using credit card over-the-air.
Recommended Citation
Cheng, Chiang-Yu and Li, Eldon, "IDENTIFYING THE MOST PERSUASIVE MESSAGES TO CONVERT NON-MOBILE SHOPPERS INTO MOBILE SHOPPERS" (2014). PACIS 2014 Proceedings. 145.
https://aisel.aisnet.org/pacis2014/145