Work in Progress
Mobile shopping is getting popular and pervasive. However, the number of mobile users is not parallel to the number of mobile shoppers, because consumers frequently concern about security while conducting mobile transactions. The current study aims to elaborate in what trust enhancing message designs can be used to persuade non-mobile shoppers into mobile shoppers. Drawing on social judgment theory and the model of persuasion, our study has the potential revealing that consumers’ negative attitudes toward ubiquitously using credit cards over the air can be improved by persuasive messages if they are added into the checkout page of a shopping website.
Cheng, Chiang Yu; Tu, Yu Cheng; and Huang, Che Yen, "How To Persuade Non-Mobile Shoppers Into Mobile Shoppers: A Trust Enhancing Perspective" (2013). ICEB 2013 Proceedings. 25.