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At present, the market boom of the mobile communication technology are advancing by leaps and bounds , phone and terminal products , people in high-tech, high efficiency , electronic commerce gradually toward a more convenient , more rapid changes in the mobile e-commerce . Mobile e-commerce has the incomparable advantages of traditional e-commerce , it breaks the geographical , political and time barriers , improve the efficiency and quality of consumer shopping . Whether the mobile business can be successful depends on consumer confidence in it , which has become a hot research by scholars , and has made ??certain achievements . The relatively mobile e-commerce with traditional e-commerce , the application of the two terminal does not like , the application of the network is not the same , these influencing factors can not be simply copied from the traditional e-commerce so that the mobile e-commerce trust . Therefore, the study of the the trust impact factors of mobile e-commerce , has become a new topic in the market . After reading a large number of references and related findings and comparative analysis , the paper will move to consumer confidence in e-commerce impact factors summarized in three aspects : security ( including Seller credibility ; website , media security ; third party certification validity ) , platform credibility ( including level of mobile technology and credibility ; platform operability ; trust propensity ) , merriness (including familiarity ; interaction of buyers and sellers ; networks / media navigation functions ) , a total of nine impact factors , and the impact of those factors and consumer trust relationship model using structural equation . In this paper, Likert5 scale and design of this study questionnaire , and all types of people in the online survey, issued 220 questionnaires , 199 valid questionnaires , collected using statistical analysis software spss data letter reliability and validity analysis of the impact model affect the confidence of consumers in the mobile e-commerce is to build a credible and effective on the basis of the data obtained , given these factors affect the measurement indicator system using structural equation modeling (SEM) , confirmed that the model in the mobile some reference value in the field of electronic commerce , and provide reference to the market decisions .
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