Robert Davis,

Unitec Institute of Technology, New Zealand


Laszlo Sajtos,

University of Auckland, New Zealand


Ahsan Ali Chaudhri,

Southern Cross University, Australia



The mobile service channel has rapidly become an important way in which consumers ubiquitously communicate, encounter services and exchange information. Increasingly, marketers are using this channel for brand related advertising communications but they have found consumers are reluctant to trial and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has an established level of trust. This research confirms whether consumers trust advertising communications sent by marketers through mobile service channels. To answer this question we measure trust-related factors that are antecedent to the consumers overall trust in these advertising communications and its relationship to their willingness to buy the advertised brand. Our model was tested using structural equation modeling. The results indicate that the reputation of the vendor, disposition to trust, structural assurance, perceived ease of use, third party assurance and perceived privacy have the highest impact on consumer trust and willingness to buy.


Keyword: Consumer, Trust. Mobile, SEM, Service, Advertising.

Download Here: ICMS_Davis_et_al._110612-Ver6(final) the Full Working Paper

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: