Mobile commerce represents a significant development in e-commerce. Despite the potential of mobile commerce, trust is a major obstacle in its adoption and development. The focus of this research is to develop a framework to identify the factors influencing trust in mobile commerce and to explain the development of such trust using a means-ends objective network. We utilized the Value- Focused Thinking approach to interview subjects in order to identify their fundamental and means objectives concerning trust in mobile commerce and to construct a means-ends objective network. A trust framework is developed from the means-ends objective network. As one of the first research on trust in mobile commerce, the framework developed in this study provides valuable information for researchers and practitioners, and serves as a conceptual foundation for future research in mobile commerce.