Consumer to apply to sustain in the businesses .It

Consumer trust is one of the issues that be predicted to
happen in mobile commerce .Consumer trust is a major concern issues for mobile
commerce and especially in its businesses. It is the key role in mobile commerce
because to gain consumer trust very hard and need some strategy to apply to sustain
in the businesses .It is very important to recognise and know the user’s trust and
also overwhelming task to build and gain consumer trust in mobile commerce
industry. Consumer wants see the good opportunities in mobile commerce
environment that have a good and strong of security environment and can reach
its potential in maximization profit in business. The companies such as network
providers and vendors demand to create and gain their consumer trust in this
industry in order to increase the user of the mCommerce system. There are some factors
that influence the trust of consumer in mobile commerce and need to emphasize
by the company. Siau et al. (2003) mentioned that the usability of mobile
devices, usability of m-commerce website, security of mobile transaction,
information quality, privacy of customer information, trustworthiness of
product vendors, reliability of wireless services, effect of culture and quality
of product are the influenced factors on user trust in mobile commerce.

Other than that, according to Yeh and Li (2009), said that the satisfaction, brand image and customisation
all directly affecting customer trust towards the mobile vendor in mobile commerce
and customisation brand image correspondingly had a stronger direct effect on
trust formation and in addition, interactivity and responsiveness had an
indirect impact via satisfaction on user trust towards the mobile vendor. It means
that the customisation, brand image and satisfaction of the user towards the company
provided can intensely affect the consumer trust and need to be considered by
company to gain its consumer trust towards its product services. Furthermore, the
unapproved payment, wrong and late delivery and non-conformity products in
terms of products specifications like the image in advertising is superb but
different products has deliver, also relate to gain consumer trust towards the
mobile vendor and can affect the sales of its products and services. Consumer
trust is important to study by organizations and necessary to be apply to its
customer to get the trust but some cases that the delivery of low or fake
quality product, not effective communication and security will form a bad
consumer trust towards mobile commerce product services and the vendor company
provider.

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One of the example that
relate to consumer trust is, according to ABS-CBN News (2015), Etude House Philippines
as the Philippines distributor of Korean brand, that is Etude House, sue the
mobile commerce company that have its own shopping site, Lazada due to selling
or enabling the sale of fake and counterfeit Etude House of its Korea Products.
How this things happen because of one customer of the Etude House report and
make complaints to Etuda HQ store after received fake products from Lazada
shopping site and unsatisfied with the service. So, Etuda take the further
action to clear the brand image and not sell its products through Lazada Philippines
again due to lack of trust on Lazada company again.  Consumer will think many times to purchase
something from Lazada Philippines website because of the sales of fake products
and they take as a lesson but Lazada claim it sales the original products.
Because of this, it will affect the consumer trust towards Lazada in purchasing
using mobile because they cannot see the products in front of the eyes for the
satisfaction. Then, the low qualities of delivered products make the negative
effect to company and decrease level of consumer trust on shopping in the
Lazada shopping site again.

Other example that
relate to consumer trust on mobile commerce was Taobao company that founded by
Alibaba. According to Deahl (2017), the China’s new
cyber-court has a court case on Taobao.It is the era when cyber court will
replace the traditional court due to mobile commerce case. Taobao did a wrong
thing by allowing vendors to sell illegal VPNs to the customers. The effect of the sales of illegal VPNs is that
allow individuals to customized photos and videos, also bypass China’s online
censorship. The case for the customized  videos such as the African
children that have been called racist and because of this,
maybe Alibaba will be take action and could end up hosting and authorizing
legal proceedings. In this case, trustworthiness of product vendor’s quality and effect of
culture towards racism will affect the brand image of Taobao Company in the
sustainability of gain consumer trust on its products and services in mobile
commerce. This two example of issues relating to
consumer trust towards mobile commerce. It is important to get the consumer
trust in the mobile commerce industry to sustain and compete in this industry.

With a rapid innovate on mobile commerce
technology combine with the strong consumer trust towards the company, will
create a new opportunities in the mobile commerce industry for businesses. It
is very important to have and gain consumer trust for easy and have demand to
penetrate the global market and reach its prospective in mobile commerce
industry. New innovations technology on artified intelligence and rapid
response on innovate mobile commerce together with the strong security will
deliver the trust and satisfying needs to the consumer.