The Impact of Trust on the Mobile Commerce Adoption in Tourism Industry

Abstract: The purpose of this study is explaining the effect of trust on consumers mobile commerce adoption under the influence of cross-cultural effects in the tourism industry.  This research applied a quantitative method, with a total sample size of 200. The collected samples are coming from China and France in the tourism industry. The result of this study is in line with previous studies that trust plays a crucial role in mobile commerce(MC) adoption of consumers. Design, privacy and reputation are very important determinants of trust on MC adoption. This study shows that uncertainty avoidance(UA) has a negative impact on the relationship between trust and MC adoption, and the moderating effect of UA is weaker for the consumer who are accustomed to low UA culture, compared to those who are accustomed to high-level UA culture.