Other addition, interactivity and responsiveness had an indirect

Other than that, according to Yeh and Li (2009), said that the satisfaction, brand image and customisation
all directly affecting customer trust towards the vendor in mobile commerce,
customisation and brand image equally had a stronger direct effect on trust
formation and in addition, interactivity and responsiveness had an indirect
impact via satisfaction on trust towards the vendor. It is means the
customisation, brand image and satisfaction of the user towards the service
provided can strongly affect the consumer trust on the mobile commerce
applications. The next one are 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, all relate to gain consumer
trust towards its products and services. Consumer trust it is important
to study by organizations and need 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 its company.


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 Etude House, sue the mobile
commerce shopping site Lazada due to selling or facilitating the sale of fake
and counterfeit Etude House of Korea Products. One of the customer of Etude
House complaints to Etuda store after received fake products from Lazada and
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 counterfeit and fake products but Lazada claim original products that
its sale. 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 and the quality of delivered products make the negative effect to
company and decrease level of consumer trust on Lazada  again.

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