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iBusiness, 2013, 5, 39-42 doi:10.4236/ib.2013.51b009 Published Online March 2013 (http://www.scirp.org/journal/ib) Copyright © 2013 SciRes. IB 39 An Influence Study on Adopting Will of Tourism Mobile E-commerce b y t h e P ercei ved Risk an d Trust Jiajing Hu, Xiangyan Liu Tourism School, Sichuan Agricultural University, Dujiangyan, China; 2International Business School, Sichuan Intern ational Studies University, China. Email: jiajing111@sina.com Received 2013 ABSTRACT With the rapid development of China's tourism e-commerce and sophisticating mobile technologies, more and more Chinese tourists, with online shopping experience and mobile devices usage, have accepted the this newly emerging mode---tourism mobile e-commerce. However, the perceived risk and lack of trust are still the main factors impeding its growth. By exploratory factor analysis, the perceived risk in this paper is divided into four dimensions, personal risk propensity, product risk, technical risk and environmental risk. With them as the antecedents, a hypothesis model is established a mong perce ived risk, trust a nd adop ting will of tourism mobile e-co mmerce. It turns out t hat tourists' per- sonal risk propensity has a positive correlation with product risk, technical risk and environmental risk, while the per- ceived risk has a negative one wit h trust, thro ug h which it indirectly affects the adoptin g will. Keywords: Adoption; Tourism Mobile E-commerce; Trust; Perceived Risk 1. Introduction According to the 29th China Internet Development Sta- tistics Report released by China Internet Network Infor- mation Center in January, 2012, the number of Chinese netizens has reached 513 million by the end of 2011. Of those, mobile phone users, a crucial component of the overall Internet users, have amounted to 356 million, accounting for 69.4%. Furthermore, the number of con- sumers by mobile terminals is also embracing a explo- sive growth. The major tourism e-commerce sites have launched their own mobile e-commerce websites or mo- bile phone clients. Co mpared with the traditional to urism e-commerce, tourism mobile e-commerce is of a more pertinency, timeliness, convenience and localizability (Chaoju Hu, 2009), and these advantages help tourists enter the network of mobile e-commerce in a more flexi- ble and convenient way. Generally speaking, services by the traditional tourism e-commerce can only provide some help for the tourists' preparations before traveling, but witho ut concer ns during a nd after the travel. Ho wev- er, tourism mobile e-commerce, along with the moving tourists, is able to offer personalized real-time services around the clock. As a result, it will make up for the shortcomings of traditional tourism e-commerce out of the time and geographical constraints. Meanwhile, we have to str ess it i s the use r ne ed s but t he mature in for ma- tion and communication technologies that form the core pusher for development of tourism mobile e-commerce. Among the rela ted st udies o n tourists' needs and a ttit udes in tourism mobile e-commerce, models based on the Technology Acceptance Model (TAM) have been used frequently, but with less theories or models concerning Theory of Reasoned Action (TRA), and Social Compar- ison Theory (SCT). On account of the fact that the per- ceived risk and lack of tru st are still major hindering fac- tors in the development of tourism mobile e-commerce, this paper, by the exploratory factor analysis, makes the perceived risk flow into four dimensions of personal risk propensity, product risk, technical risk and environmen- tal risk. Taking them as antecedents of trust, it then es- tablishes a relationship model among the perceived risk, trust and adopting will of tourism mobile e -commerce. 2. Literature Review and Hyp otheses 2.1. Tourism Mobile E-commerce Tourism mobile e-commerce refers to transaction activi- ties between tourism service consumers and suppliers by mobile devices v ia wireless an d wired integrate d network, with certain means of payments (Siqing Liu, 2005). Dur- ing the early developing period of tourism mobile e- commerce, the contents of traditional e-commerce web- sites were simply transferred into mobile sites, which were actually original websites or their corresponding An Influence Study on Adopting Will of Tourism Mobile E-commerce by the P er ceived Risk and Trust Copyright © 2013 SciRes. IB 40 mobile web pages. This unfiltered contents caused prob- lems like unnecessary and harder reading, and poor per- tinence (Xingyang Lv, 2009). With the increase in the number of mobile Internet users and the developing in- telligent platforms for mobile phones, tourism sites have launched their own mobile e-commerce websites or mo- bile phone clients. Since their column and layout ar- ranged specific to characteristics of mobile devices, the mobile sites are more convenient to use with more rea- sonable contents, and a collection of unique features of mobile devices. However, Internet users are still far from at ease with tourism mobile e-commerce, which is sub- jected to limiting factors, like mobile devices, mobile communication network, and tourism mobile business operators, etc. This worry disco ur age s t he ir using wi s h of this new consu mption mode to a certain extent. 2.2. Dimensions of the Perceived Risk In 1960, Professor Bauer of Harvard University for the first time introduced the concept of perceived risk to the marketing research from psychology. He considered any purchase behavior is accompanied by unpredictable con- sequences, which may make consumers dissatisfied. T his uncertainty is the original concept of risk which is e mb o- died in specific dimensions later. Researches by Gron- haung (1993) showed that the perceived risk wa s studied from the six aspects, time risk, functional risk, physical risk, financial risk, social risk and psychological risk. With the rise of the Internet, some researches have been transferred to the field of electronic commerce. Einwiller (2003), from the perspective of sources of risk, presented the perceived risk in B2C e-commerce is attributed to the transaction subject (online suppliers and consumers) and the exchange medium (electronic trading system), and that online transaction risks can be divided into beha- vioral uncertainty and environmental uncertainty. Chi- nese scholars, Dahai Dong, Guanghui Li, and Yi Yang(2005) proposed four dimensions of the perceived risk i n online shopp ing, risk from core services of online retailers, accompanied risk of online shopping, privacy risk a nd fake ri sk. Miao Jing (2006) further exte nded t he perceived risk in online shopping to eight dimensions. Xiaoping Wang, and Hongxia Liu (2008), considering e-commerce features, stressed the consumer's personal risk propensity and risk from e-commerce trading envi- ronment. Based on the above literatures, and the fact of tourism mobile e-commerce 's dependence on mobile devices, and the communications and information tech- nology, this paper understands the perceived risk from four dimensions, personal risk propensity, product risk, technical risk and environmental risk, and proposes the following hypotheses: • H1: Personal risk propensity has a positive correla- tion with product risk • H2: Personal risk propensity has a positive correla- tion with technical risk • H3: Personal risk propensity has a positive correla- tion with enviro nmental risk Among them, the personal risk propensity refers to tourists' risk attitudes towards the potential risks in tour- ism mobile e-commerce, and the product risk to the pos- sibilities of tourism products' limited information, in- complete or distorted display on the screen of mobile devices. The technical risk may come from the instability of the mobile network, mob ile equip ment fail ure, runnin g problems of tourism mobile clients, etc. and environ- mental risk from the loss of mobile devices, leakage of personal information and other such incidents in the use of tourism mobile e-commerce. 2.3. The perceived Risk, Trust and Consumer Behavior As to e-co mmerce environment, scholars have done a lot of research about trust dimensions. McKnight and Cher- vany regard trust as a multi-dimensional concept that encompasses two interrelated dimensions, trust beliefs and trust intentions. To be more specific, Trust belief covers the ability, goodwill, integrity and predictability, while trust intention consists of the willingness and sub- jective pr ob ability to rel y. A lot of literature suggest s that the perceived risk and trust are not two independent con- cepts, for some definitions of the risk are related to trust and vice versa. In summery, the trust and perceived risk have a parallel relationship, both of which can influence the purchase intention. Furthermore, perceived risk is a regulating factor of the relationship between trust and purchase intent ion. It is said that trust is the antecedent o f perceived risk, or perceived risk the antecedent of trust. Both of them directly or indirectly affect the customers' purchase intention. Besides, the y also have an adversarial relationship, and purchase intention depends on the bal- ance between consumers' perceived risk and trust. Based on the above analysis, and the Theory of Reasoned Ac- tion, the following assumptions are proposed: • H4: Perceived product risk has a negative correla- tion with the tr ust attitude • H5: Perceived technical risk has a negative correla- tion with the tr ust attitude • H6: Perceived environmental risk has a negative correla tion with the trust attitude • H7: Risk propensity has a negative correlation with the trust attitude • H8: The tr ust attitude ha s a p ositi ve cor relatio n with the adopting wi ll of touris m mobile e-commerce 3. Research Design and Methods An Influence Study on Adopting Will of Tourism Mobile E-commerce by the P er ceived Risk and Trust opyright © 2013 S ciRes. IB 41 3.1. Questionnaire Design and Data Collection On the basis of the above literature review and lots of interviews, 12 questions about the perceived risk, 2 on the trust attitude and 1 for adopting will are presented in the questionnaire. As to their scores, 1-5 Specter scale is adopted, meaning that the higher score indicates the higher level of perception. All together 330 question- naires were distributed to middle-aged tourists (in travel then), corporate staff and college students. Among them 276 were returned valid. According to the sample struc- ture, 64% of those surveyed are male, so the female ac- counts for 38%. As to the age, 21.6% of them are aged from 20 to 25 years old, 48.2% are from 26 to 35, and 30.2% are from 36 to 45. Of all the respondents, only 12% have e ve r use d to ur is m mob il e e -commerce, and the rest has never. 3.2. Data Analysis 1) Questionnaire Structure Testing. The SPSS statis- tical software was used for the questionnaire structure testing. By the KMO and Bartlett Sphericity Test of per- ceived risk, KMO equals 0.729, greater than 0.5, and the sig level of 0.000 illustrates the existence of common factor(s). With the Principal Compone nt Analysis, 4 fac- tors of perceived risk are extracted, with the cumulative contribution rates of 33.7%, 44.9%, 57.05% and 71.39%. The factor loadings and Cronbach's Alpha coefficients are s hown in Table 1. 2) Hypothesis Testing. The AMOS software was used and the results are presented in Figure 1. As is shown below, the 8 hypotheses are justified. According to the path coefficie nt and significant le vel, the model fit inde x is acceptable. Table 1. Cons truc t rel iabili ty and conver gent validit y. Indicator Item Factor loading Cronbach’s alpha Product Risk PR1 .849 .89 PR2 .837 PR3 .852 Technology Risk TR1 .813 .83 TR2 .811 TR3 .828 TR4 .806 Environmental Risk ER1 .737 .92 ER2 .781 Risk Propensity RP1 .814 .87 RP2 .822 RP3 .818 χ2/df = 2.0 4, GFI = 0.92, AGFI = 0.83, CFI = 0.96, NFI = 0.94, RFI = 0.91, RMSEA = 0.05; * P<0.05; ** P<0.01 Figure 1. Results of structural modeling analysis. 4. Study Results and Implications 4.1. Study Results Firstly, the stud y shows that r isk lovers have a lower lev- el of risk perception, while risk averters present a higher level . The pe rsonal r isk pro pensit y has a po sitive signifi- cant correlation with risk perception of tourism mobile e-commerce, and the adopting will of which is thus ulti- mately affected through the intermediate variable, the trust. Furthermore, Personal risk propensity is a subjec- tive variable, whose influences on others,however, can not be ignored. For example, the increasing fear of envi- ronmental risk and product risk will definitely affect the level of trust towards travel suppliers, tourism online trading systems, mobile devices, communications and information technologies, etc. Besides, risk propensity has a direct impact on trust. Generally, consumers with strong risk prop ensity will undo ubtedl y have le ss trust . Secondly, the perceived risk proves to be the antece- dent of trust. The personal risk propensity, product risk, technical risk and environmental risk can respectively influence trust, and then by this influence, they will eventually affect the adopting will of tourism mobile e- commerce. For example, on tourism mobile webs or clients, if tourists find travel products described more comprehensivel y, and more cle arl y displayed. I t will then mean a lower product risk, and will increase their confi- dence in the products provided by the suppliers, conse- quently followed by a stronger usage wish. On the con- trary, if tourists consider the trading environment is at risk, they will be likel y to distrust the using enviro nment, and feel reluctant to use tourism mobile e-commerce. However, if tourists enjoy mobile devices with better An Influence Study on Adopting Will of Tourism Mobile E-commerce by the P er ceived Risk and Trust Copyright © 2013 SciRes. IB 42 performance, and stable mobile communication network, they will reduce their perception of technical risks, and thus be more willing to use the tourism mobile e-commerce. 4.2. Implications Enlightenment form the above empirical analysis can be summed up as follows. 1) Considering relevant characteristics of tourists' be- haviors, Service sup pliers in tourism mobile e-commerce should set up a convenient information acquisition me- chanism. Restricted by the current immature mobile technolog y, suppliers sho uld also red uce those items that can not be well provided. For example, the location map should be linked to more professional websites. Mean- while, non-core contents are recommended to be simpli- fied. As to mobile phone users, they have higher re- quirements for information browsing; many non-essential items can be cut off to enable them a better reading expe- rience and a higher hit rate on more refined websites. Such unessential items like price promise, exhibition or events information in destinations, etc. can be got on related websites by computer through the broadband In- ternet. 2) In tourism mobile e-commerce, it is required the network facilitators provide a more stable network, and the least operating obstacles on service supplier's webs and the client s. If so, this will help to r e duce the technical risk perceived by tourists, increase their trust towards related mobile tec hnologi es, and thereb y to enha nce the ir adopting will of tourism mobile e-commerce. Compared with the traditional tourism e-commerce, mobile e-commerce has a more flexibility both in time and space, but still in a high-risk usage environment, so specific measures form two aspects, the system-building and technology, will reduce tourists' perception of envi- ronmental risk, and then promote the adoption of tourism mobile e-commerce. 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