This paper aims to examine the effects of important determinants such as ubiquitous connection, context-aware, reputation and familiarity on consumers' purchase intention by the path of trust and social benefit in mobile commerce. Data were collected from an online survey system. The formal questionnaire consisted of two sections. Section 1 measured respondent perceptions of each construct in the research model. Section 2 aimed to understand respondent basic personal data. The study results indicate that both trust and social can positively influence purchase intention in mobile commerce. Ubiquitous connection and familiarity fail to influence trust directly but can influence purchase intention by the path of social benefit as expected. The research extends the literature on consumers' purchase intention identifying the importance of ubiquitous connection, context-aware, reputation and familiarity and probing into the relationship of trust, social benefit and purchase intention. The results suggest prescriptive strategies for mobile commerce sellers.

中文翻译：

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探索影响移动商务购买意愿的新因素：作为中介者的信任和社会利益

本文旨在通过移动商务中的信任和社会收益路径来检验重要决定因素（如无处不在的联系，上下文感知，声誉和熟悉度）对消费者购买意愿的影响。数据是从在线调查系统中收集的。正式问卷包括两个部分。第1节测量了研究模型中每个构造的受访者看法。第2节旨在了解受访者的基本个人数据。研究结果表明，信任和社会都能对移动商务中的购买意愿产生积极影响。无所不在的联系和熟悉不能直接影响信任，但可以通过预期的社会收益路径影响购买意愿。该研究扩展了有关消费者的文献。购买意愿确定普遍存在的联系，上下文感知，声誉和熟悉度的重要性，并探讨信任，社会利益和购买意愿之间的关系。结果为移动商务卖家提出了规定性策略。