Abstract Mobile commerce, which is a relatively new channel for business, is revolutionizing the global marketplace. In Qatar, the average annual consumer expenditure is impressive. Surprisingly, only a small portion of the Qatari population has demonstrated an interest in online shopping via mobile devices due to a lack of trust. In a multicultural nation such as Qatar, it is vital to explore the factors that can promote consumer trust in mobile commerce. The objective of this study is to present and validate a conceptual framework for trust based on the technology acceptance model. A survey was conducted to gather data, and the proposed trust model was empirically validated using the partial least squares approach. Our findings reveal that perceived security has the most significant positive direct relationship with trust formation, followed by social media influencers, whereas localization, luxury brands, perceived usability, and privacy indirectly influence trust through perceived security.

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在多元文化社会中提高对移动商务的客户信任度：以卡塔尔为例

摘要移动商务是一种相对较新的业务渠道，正在彻底改变全球市场。在卡塔尔，年均消费者支出令人印象深刻。令人惊讶的是，由于缺乏信任，仅一小部分卡塔尔人表现出对通过移动设备进行在线购物的兴趣。在卡塔尔这样的多元文化国家中，至关重要的是要探索可以促进消费者对移动商务信任的因素。这项研究的目的是提出和验证基于技术接受模型的信任概念框架。进行了一项调查以收集数据，并使用偏最小二乘方法对所提出的信任模型进行了实证验证。我们的研究结果表明，感知到的安全性与信任形成有最重要的正向直接关系，