近年來由於行動裝置的可攜性以及行動商務帶給消費者的立即性、持續性與可搜尋性，使得行動購物人口呈顯著性增長，過去諸多文獻驗證信任對於消費者的行動購物傾向有正面的影響，然而可信度因子是否影響信任的形成，以及不同面向的信任能否影響消費者使用行動購物的決策，仍須更進一步探討。因此，本研究以信任轉移理論（Trust Transfer Theory; TTT）為基礎，探討消費者對公司的實體商店與E化服務所產生的信任感會否轉移到其行動購物服務上並促使消費者採用行動服務進行購物之決策。另以可信度（Trustworthiness）之三大特質：能力（服務品質、網站品質）、正直（資訊透明度、隱私保護）與仁慈（企業社會責任、消費者福利）作為信任之促進因素，以了解消費者對實體商店與E化服務信任度的形成。此外以消費者之心流經驗為調節變數，檢測信任與行動購物傾向之間的干擾效果。研究共回收419份有效問卷，採用結構方程模型（SEM）進行分析。研究結果顯示，能力、正直與仁慈能有效提升消費者對於公司的實體商店與E化服務的信任感，並轉移信任至公司的行動購物服務，顯示消費者對公司不同購物管道之信任轉移現象普遍存在，而不同購物管道的信任感皆會影響消費者的行動購物傾向。心流經驗在信任與行動購物傾向之間具有干擾效果，其中以實體商店的信任最為顯著。本研究發現消費者對於不同購物管道的信任感會互相影響，因此建議公司的管理者應避免投入過多精力於單一購物管道，而須致力於平衡各個購物管道以增加消費者的信任感，並加強員工訓練與改善購物流程以提升服務品質，針對網路購物者則提供具有美感、安全且購物流程簡易的網站，提供完善的隱私保護政策與機制，此外，公司可多方參與環保與社區關懷活動以展現企業社會責任。最後，管理者亦可試圖提升消費者在消費過程中的情緒感受，以提升行動購物的使用率。

Evidence shows that the proportion of mobile shoppers has grown rapidly due to mobile devices’ portability and continuity, mobility, immediacy and searchability of mobile commerce. Several studies discuss the role of trust influencing customers’ mobile shopping intention. However, which factors affect trust formation and whether trust has an impact on customers’ engagement in mobile shopping deserve further discussion. Trust Transfer Theory (TTT) was applied to examine trust transference among physical store, e-service and mobile shopping service, and whether these three types of trust influence mobile shopping decisions. Characteristics of trustworthiness, including ability (service quality and website quality), integrity (information transparency and privacy protection) and benevolence (corporate social responsibility and consumer welfare) were tested as antecedents. Flow experience was used as the moderator to examine the relationship between trust and mobile shopping decisions. An online survey was conducted with 419 valid questionnaires. Structural Equation Modeling was used to analyze the data and the results indicated that ability, integrity and benevolence can increase customer trust in physical stores and e-service, and trust transference exists among different shopping channels; all three types of trust positively influence mobile shopping decision; flow experience significantly moderates the relationship between trust in physical stores and mobile shopping decisions. To sum up, this study suggests that managers should avoid investments on a singular shopping channel and equally value all the shopping channels, improving employee training and shopping procedures to enhance service quality. Corporations should also provide an aesthetic shopping website with security and usability for online shoppers and dedicate their efforts to environmentally-friendly and community activities to show corporate social responsibility. Furthermore, managers should strive for customers’ flow experience so that customers will be willing to adopt mobile shopping in the future.

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