Another of the major issue in mobile commerce is consumer trust.
Consumer trust is the key part in mobile commerce, it is more like a business
psychology issue that relate to security issue rather than technical issue. It
is very important to understand and know the user’s trust towards mCommerce and
also intimidating task to build and gain consumer trust towards mCommerce.
Consumer wants to see mCommerce environment have a secure environment and can
reach its potential. The companies of network providers and mobile vendors need
to build their consumer trust in this industry in order to increase the user of
the mCommerce system. That have a number of factors that influence the trust of
consumer in mobile commerce. Trust in adoption of mobile commerce is influenced
factors such as reliability of wireless services, usability of m-commerce
website, usability of mobile devices, information quality, privacy of customer
information, security of mobile transaction, trustworthiness of product
vendors, quality of product and effect of culture (Siau et al., 2003).

Other than that, according to Yeh and Li (2009), the customisation, brand image
and satisfaction all directly affecting customer trust towards the vendor in m?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 service can strongly affect the consumer trust towards the
mobile commerce. Other issues that relate to consumer trust are unauthorized
payment, not and late delivery and non-conformity products in terms of products
specifications like the image in advertising is superb but different products
has deliver. After that, the delivery of high quality
product, effective communication and security will create strong consumer trust
towards mobile commerce services.

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.

Other example that
relates to consumer trust on mobile commerce was Taobao company that founded by
Alibaba. According to Deahl (2017), the China’s new cyber-court has a court case on Taobao
that recently been under fire for
allowing vendors to sell both illegal VPNs that
allow individuals to bypass China’s online censorship, customized photos and videos featuring African children that have been called racist and exploitative
and means Alibaba could end up hosting and authorizing legal proceedings
against itself. In this case, trustworthiness of product vendor’s
quality and effect of culture towards racism will affect the brand image of
Taobao Company in the sustainability of gain consumer trust on its products and
services in mobile commerce. This two example of
issues relating to consumer trust towards mobile commerce. It is important to
get the consumer trust in the mobile commerce industry to sustain and compete
in this industry.

With a lot of innovation in mobile technology combine
with the good consumer trust towards the company, it will create a new
opportunities in the mobile commerce industry for businesses. It is very
important to have and gain consumer trust in order to penetrate the global market
and reach its potential in mobile commerce industry. New innovations technology
on mobile commerce together with the strong security will deliver the trust and
satisfying needs to the consumer.