PREO Journal of Business and Management EISSN: 2945-3933

Volume 4, Issue 1, February 2023

Consumer Trust Factors Influencing the Use of Mobile Shopping Apps in the Philippines

Noel Morillo Teves

Adamson University, College of Business Administration, Manila, Philippines
noel.teves@adamson.edu.ph

Abstract

The study aimed to identify the consumer trust factors influencing the use of mobile shopping apps
in the Philippines through a quantitative research method. Data were collected from 298 respondents
via an online questionnaire, with the inclusion and exclusion criteria reducing the number of
respondents to 288. The data was analyzed using Structural Equation Modeling (SEM) through
Analysis of Moment Structures (AMOS). The reliability and validity of the constructs were established,
and the proposed structural model was tested. The study found that the behavioral intention,
trustworthiness, risk, and security of the mobile shopping app influenced consumer trust. This study
provides practical insights into the factors that influence the use of mobile shopping apps by
consumers, helping to attract more consumers.

Keywords: behavioral intentions, trustworthiness, risk, security, consumer trust, mobile shopping apps

1. Introduction
Due to the pandemic, the use of mobile shopping apps has increased in the Philippines. In January
2020, 66% of the country's online purchases were made through mobile phones, up from 62% in
September 2019. The number of mobile connections rose significantly to 173.2 million, a surge of 38
million from January 2019 to January 2020. This growth in mobile shopping is attributed to its
convenience and economic advantages compared to traditional shopping methods.

Consumers in the Philippines, especially Millennials and Generations X and Z, are digital experts
(Lissitsa and Kol, 2016). They have an ardent desire for immediate knowledge about the goods they
buy. They demand digital proof to verify product statements as they become more critical of company
facts. Undeniably, technology nowadays has become a cornerstone of today’s modern-day business
(Pribanic, 2018) especially in retailing and, it is no longer circumscribing the capabilities and capacities
of the store’s operations. Simply, retailers today are going on the offense and utilizing innovation to
tempt purchasers to shop online and offline (Evans, 2018).

Digitalization has provided consumers with easy access, a wide range of services, easier payment,
better services, and shopping, wherever possible due to the exponential growth of the internet,
smartphones, and other technology. Digitalization surprisingly had a major impact in today’s Filipino
society, as Secretary Diokno stated that digitalization was among the factors that helped Filipinos keep
on living during the pandemic (Philippine Daily Inquirer, 2021). Words like digitalization became a
lexicon to every Filipino mobile user nowadays. It became a vernacular term that is more prominent
especially in today’s situations.

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Consumer trust remains an important currency in the online environment (Che, Cheung, and Thadani,
2017). In business relations, trust also plays an essential role (Siau et al., 2004) and consumer trust in
the digital world is important. A lack of trust can quickly derail a consumer's ability to continue to use,
and lack of trust may also affect consumers’ perception towards the use of the online mobile platform.
If the customer is pleased with a specific online retail store (i.e., mobile shopping apps) they will buy
more (Vasić, Kilibarda, & Kaurin, 2019).

Shopping and purchasing online can be performed autonomously via mobile devices using mobile
shopping (Kim et al., 2015; Gao et al., 2015). With mobile shopping, consumers can use their phones
to shop online with an assistant that optimizes their experiences. When consumers shop and purchase
via their mobile phone using the wireless Internet, they are engaging in all sorts of activities such as
searching, comparing, buying, and evaluating (Groß, 2016). A narrower interpretation of the term
mobile shopping refers to transactions involving the purchase of goods or services using mobile
devices connected to the Internet (Wong et al., 2012 and 2015).

Despite the widespread adoption of mobile shopping apps in the Philippines, there is a research gap
in understanding what factors contribute to consumer trust. While studies on the use of mobile
shopping apps have been conducted in other countries, there is a lack of specific research in the
Philippines examining the relationship between consumer trust and the use of mobile shopping apps.
It is imperative to identify the factors that contribute to consumer trust in mobile shopping apps in
the Philippines to develop strategies that will increase the adoption and usage of mobile shopping
apps among consumers in the country.

Within the context of mobile shopping apps in the Philippines, this study examines the relationships
between behavioral intentions, trustworthiness, risk, security, and consumer trust. There have been
some previous studies that have explored similar relationships in other contexts. However, to the
extent of the researcher’s knowledge, this study is the first to examine these relationships within the
Philippine context. Furthermore, the researcher used structural equation modeling (SEM) with
Analysis of Moment Structures (AMOS) as the method of analysis, providing an approach to exploring
these relationships that may have been overlooked in previous studies. The aim of this study is to
contribute valuable information to the existing literature on consumer trust in mobile shopping
applications by focusing on the Philippine context. It is anticipated that the study's findings will be
useful to researchers, businesses, and policymakers seeking to improve the adoption and usage of
mobile shopping apps in the Philippines.

2. Literature Review

Consumer trust is significantly influenced by behavioral intentions

The relationship between consumer trust and behavioral intentions has been a popular topic of study
across various mobile services. Several studies have consistently demonstrated that consumer trust
significantly influences behavioral intentions, indicating that the more trust a consumer has in a mobile
service, the more likely they are to use it (Muangmee et al., 2021; Gao & Waechter, 2017; Wang et al.,
2015; Ha et al., 2021; Chiu et al., 2017; Kamtarin, 2012). While some studies have found that the
direction of causality may not necessarily be the same, the importance of consumer trust in enabling
the adoption and use of mobile services cannot be overstated. When consumers perceive a service to
be reliable and secure, they tend to use it more frequently and are more likely to adopt it. As such,

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companies seeking to increase consumer adoption and usage of their mobile services should prioritize
building consumer trust. Previous studies have shown that building trust can be achieved through
various means, such as ensuring the security and privacy of user data, providing reliable and
transparent service, and building a positive reputation through customer reviews and ratings. Overall,
building trust is crucial for companies seeking to enhance behavioral intentions and use of their mobile
services. Hence, our first hypothesis in this study is that:

H1 Behavioral intentions have a positive influence on consumer trust.

Consumer trust is significantly influenced by trustworthiness

Consumer trust is a crucial component of online commerce and is strongly influenced by the
trustworthiness of the online store and mobile shopping applications. According to research
conducted by Utz et al. (2012), consumer reviews are a more reliable indicator of an online store's
trustworthiness than overall reputation or assurance seals. Several studies have identified
trustworthiness dimensions that are related to consumer trust in e-commerce, including those by Chen
and Zhang (2019), Ha and Stoel (2017), Chung and Tan (2018), and Wang et al. (2017). These studies
suggest that trustworthiness is a key factor that can influence consumer trust. However, other studies
have found an inconsistent relationship between trustworthiness and consumer trust in mobile
shopping apps, suggesting that consumer trust may instead be influenced by perceptions of usefulness,
ease of use, and social support, as seen in research by Wu et al. (2018), Kuan et al. (2008), Kim et al.
(2008), and Kim et al. (2019). Although trustworthiness is a key factor, it may not be sufficient on its
own to establish consumer trust. Other factors, such as usefulness, ease of use, and social support,
may need to complement trustworthiness to be significant. Given the importance of trustworthiness
and its potential relationship with consumer trust, the researcher presents its second hypothesis
accordingly. This hypothesis suggests that trustworthiness is a significant predictor of consumer trust
in online commerce, but it may be moderated by other factors, such as usefulness, ease of use, and
social support. In the light of the study, the researcher presents the second hypothesis of the study:

H2 Trustworthiness has a positive influence on consumer trust.

Risk significantly influences consumer trust

In today's digital age, where smartphones and mobile applications have become ubiquitous, mobile
shopping has become a popular option for consumers. However, with the increasing use of mobile
shopping apps, the issue of consumer trust has become increasingly important. Studies have shown
that consumer trust plays a vital role in encouraging consumers to use mobile shopping apps and
reducing uncertainty. One key factor that influences consumer trust in mobile shopping apps is risk.
Several studies have explored the relationship between trust and risk in mobile shopping contexts. For
example, Groß's (2016) study found that trust and risk are significantly related to each other. Kim and
Koo's (2016) study further demonstrated that trust and perceived risk can influence each other in a
bidirectional manner, which researchers should consider when examining the causal directionality of
risk. However, not all studies have found a significant impact of risk perception on consumer trust.
In some studies, perception of risk may not significantly influence consumer trust, as noted by Marza,
Idris, and Abror (2019). Nonetheless, Al-Abri and Al-Badi's (2018) research has shown that perceived
risk can negatively affect consumer trust in mobile shopping apps. This indicates that the perceived
risk in the mobile shopping app is an essential factor that influences the level of trust that consumers
have in the app. In addition to risk, other factors such as perceived value and website quality can also

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shape consumer trust. Wang et al. (2017) conducted a study on online shopping and found that
perceived value is positively associated with trust in e-commerce websites. Chen et al. (2019) also
investigated the relationship between website quality and trust in e-commerce, finding that website
quality has a significant positive effect on consumer trust. Therefore, several factors contribute to
building consumer trust in mobile shopping apps, and it is important for researchers to consider these
factors when examining the trust-risk relationship in mobile shopping contexts. Research has shown
that trust and risk are related, and they can influence each other in a bidirectional manner. However,
not all studies have found a significant impact of risk perception on consumer trust. Additionally,
other factors such as perceived value and website quality can also shape consumer trust. Thus, the
researcher puts forth the third hypothesis, which posits that:

H3 Risk has a positive influence on consumer trust.

Consumer trust is significantly influenced by security

The increasing use of mobile phones for various transactions has made it necessary to understand the
factors that shape consumer trust in these technologies. Research has shown that security is a crucial
factor in shaping consumer trust in mobile transactions. The study by Vejacka and Štofa (2017) found
that security positively influences customer trust in electronic banking, while Khalilzadeh et al. (2017)
established that security plays a critical role in users' trust in mobile payment systems. Similarly,
Larasetiati and Ali (2019) emphasized the positive influence of security on consumer trust in online
transactions. However, the role of security in shaping consumer trust is not uniform across countries
and cultures. Research conducted by Chen and Tan (2019) found that website quality and perceived
value have more significant effects on consumer trust than security in China. In South Korea, Kim,
and Koo (2016) reported that security did not significantly affect consumer trust in mobile shopping
apps. Additionally, Wang et al. (2017) found that perceived website quality and e-commerce platform
trust were significant predictors of consumer trust in online shopping in China. On the other hand,
Al-Abri, and Al-Badi (2018) concluded that security did not significantly affect consumer trust in
mobile shopping apps in Oman. Therefore, it is essential to consider the country's perspective when
examining the relationship between security and consumer trust in mobile shopping apps. As such,
businesses should strive to understand the cultural and country-specific factors that affect consumer
trust in mobile transactions to design and develop secure and trustworthy mobile apps that appeal to
consumers in different regions. Thus, in the final hypothesis, the researcher posits that:

H4 Security has a positive influence on consumer trust.

3. Methodology
The research design in this study involved cross-sectional quantitative research (Creswell, 2002) to
assess the factors contributing to consumer trust in mobile shopping applications. The study’s unit of
analysis was individuals that use Lazada and Shopee. By using simple random sampling, the researcher
reached the necessary number of respondents. A set of criteria was also used to determine which
individuals should be included or excluded (i.e., 18 years old and above, Metro Manila resident and
regular user of mobile shopping apps). The researcher set the minimum sample size at 200 and with a
construct of five (5) (Stevens, 2002; Hair, Jr. et al., 2009; Arifin, 2013).

An Analysis of Moment Structures (AMOS)-based Structural Equation Model (SEM) was adopted for
the study. By examining latent constructs, the researcher wanted to find relationships between multiple

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variables and reduce model errors (Hair, Hult, Ringle & Sarstedt, 2014). In addition, covariance-based
structural equation modeling (CB-SEM) was used, resulting in a reproducible covariance matrix
without focusing on explained variance (Hair, et al., 2012). Further, the researcher employed Anderson
and Gerbing's (1988) approach to modeling, which involves two steps: first, assessing the
measurement model's reliability and validity, and second, examining the relationship between the
theoretical constructs.

3.1. Content Validity Analysis

A Content Validity Analysis was applied assessing whether indicators accurately reflect content
domains. The researcher used CVI, pc, and kappa to evaluate a construct's representation, following
the guidelines by Cicchetti and Sparrow (1991) and Fleiss (1981). The Content Validity Analysis was
conducted on November 11 – 13, 2021. Below are the values of kappa and the result of CVA (Tables
1 and 2).

Table 1. Values of K* (Kappa)

K* = 0.40 to 0.59 Fair Item
K* = 0.60 to 0.74 Good Item
K* > 0.74 or Higher Excellent Item

Table 2. Content Validity Analysis

Number of
Number of Kappa
Item Description Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Expert 6 Expert 7 Expert 8 Expert 9 Experts Giving 3 I-CVI pc Interpretation
Experts (K*)
and 4
Item1 4 4 4 3 4 4 4 4 1 9 8 0.890 0.018 0.890 Excellent Item
Item2 4 4 3 3 1 4 4 4 2 9 7 78.000 0.070 0.760 Excellent Item
Item3 4 4 3 3 3 4 4 4 4 9 9 1.000 0.002 1.000 Excellent Item
Item4 3 3 3 3 1 4 4 4 2 9 7 78.000 0.070 0.760 Excellent Item
Item5 3 4 3 3 3 4 3 4 2 9 8 89.000 0.018 0.890 Excellent Item
Item6 3 4 3 2 3 4 3 4 4 9 8 89.000 0.018 0.890 Excellent Item
Item7 4 4 4 3 4 4 4 4 4 9 9 100.000 0.002 1.000 Excellent Item
Item8 3 4 4 3 1 4 4 4 1 9 7 78.000 0.070 0.760 Excellent Item
Item9 2 4 2 2 4 4 4 4 4 9 6 67.000 0.164 0.600 Good Item
Item10 3 4 2 2 1 3 3 4 4 9 6 67.000 0.164 0.600 Good Item
Item11 3 4 3 2 3 3 3 4 3 9 8 89.000 0.018 0.890 Excellent Item
Item12 4 4 3 2 2 3 3 4 4 9 7 78.000 0.070 0.760 Excellent Item
Item13 4 3 4 2 4 4 4 4 1 9 7 78.000 0.018 0.890 Excellent Item
Item14 4 4 4 3 2 3 3 4 4 9 8 89.000 0.002 1.000 Excellent Item
Item15 3 3 4 3 3 3 3 4 3 9 9 100.000 0.070 0.760 Excellent Item
Item16 3 4 3 2 2 4 3 4 4 9 7 78.000 0.070 0.760 Excellent Item
Item17 4 4 4 3 4 4 1 4 2 9 7 78.000 0.070 0.760 Excellent Item
Item18 4 4 4 3 4 4 4 4 4 9 9 100.000 0.002 1.000 Excellent Item
Item19 4 4 4 4 4 4 4 4 4 9 9 100.000 0.002 1.000 Excellent Item
Item20 4 4 4 4 3 4 4 4 4 9 9 100.000 0.002 1.000 Excellent Item
Item21 4 4 2 2 3 4 4 4 3 9 7 78.000 0.070 0.760 Excellent Item
Item22 4 4 4 4 3 4 4 4 3 9 9 100.000 0.002 1.000 Excellent Item
Item23 2 4 4 3 1 4 4 4 4 9 7 78.000 0.070 0.760 Excellent Item
Item24 3 4 4 3 3 4 4 4 4 9 9 100.000 0.002 1.000 Excellent Item
Item25 3 4 3 3 4 4 4 4 3 9 9 100.000 0.002 1.000 Excellent Item
Item26 3 4 3 3 3 4 4 4 3 9 9 100.000 0.002 1.000 Excellent Item
Overall 0.86 Excellent Item

3.2. Reliability and Validity of Constructs

Reliability and validity are two crucial aspects that determine the quality of the measuring instruments
employed in research. According to DeVellis (2017) and Trochim and Donnelly (2008), reliability
pertains to the consistency and stability of a measurement across different situations and over time,
while validity pertains to the accuracy and meaningfulness of a measurement in relation to the concept
it intends to measure. Amora's (2021) loadings-approach criteria were also used to evaluate the
discriminant validity of the constructs in this study. This statistical concept determines whether two

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constructs are different and do not measure the same thing. In a loadings-approach, items are
compared with their factor loadings on their intended construct and other constructs. According to
Amora (2021), the difference between the loadings of items on their intended construct and on other
constructs should be at least 0.20. This method ensures that the items are accurately measuring their
intended construct and not being influenced by other constructs, thereby providing evidence of
discriminant validity.

3.3. Discriminant Validity Statistics

The Fornell-Larcker criterion (1981) is a statistical method used to assess the discriminant validity of
constructs in structural equation modeling. Discriminant validity refers to the degree to which
different constructs in a study are distinct from one another and are not measuring the same underlying
concept. This criterion involves calculating the square root of the average variance extracted (AVE)
for each construct and comparing it to the correlation between that construct and other constructs in
the model. If the AVE is greater than the correlation between the construct and other constructs, then
the construct is said to have discriminant validity. The Fornell-Larcker criterion is used to ensure that
each construct in a study is measuring a unique concept and is not being confounded by other
constructs.

3.4. Common Method Bias and Reliability Coefficients

Common method bias refers to the potential for a shared method or measurement error to influence
the observed relationships among variables in a study (Podsakoff, MacKenzie, & Podsakoff, 2012;
Aguirre-Urreta & Hu, 2019). Harman's one-factor test is a statistical method commonly used to test
for the presence of common method bias in data (Harman, 1976). The test involves conducting an
exploratory factor analysis on all variables in a study, without constraining the factors to any specific
domain or construct. If a single factor emerges that explains a sizable proportion of the variance in
the data, this suggests that common method bias may be present, as the variance is being driven by a
single factor rather than multiple constructs.

3.5. Model Fit Measures and Quality Indices

Measures of model fit (or Goodness of Fit) evaluate how well a theoretical model fits actual data.
Common measures include chi-square, RMSEA, CFI, and TLI. Table 3 presents the recommended
combinations of measures (Hu and Bender, 1999).

Table 3. Measure of Model Fit

Measure Terrible Acceptable Excellent
CMIN/DF >5 >3 >1
CFI <0.90 <0.95 >0.95
SRMR >0.10 >0.08 <0.08
RMSEA >0.08 >0.06 <0.06
P Close <0.01 <0.05 >0.05

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4. Findings
SEM has two stages (Anderson and Gerbing, 1988). The following section reports on the
measurement component, including validity, common method bias, and reliability. Convergent
validity, discriminant validity, and reliability are then summarized.

Table 4. Reliability and Validity of Constructs

Constructs and Scale Indicator Cronbach Composite P-value Average
Items Loadings Alpha Reliability Variance
Extracted
1. Behavioral Intentions 0.528
BI1 0.72 0.898 0.886 .000
BI3 0.65 .000
BI4 0.80 .000
BI5 0.79 .000
BI7 0.73 .000
BI8 0.76 .000
2. Trustworthiness 0.617
TW1 0.81 0.865 0.866 .000
TW3 0.79 .000
TW4 0.75 .000
3. Risk 0.540
R2 0.69 0.823 0.824 .000
R3 0.74 .000
R4 0.76 .000
R5 0.74 .000
4. Security 0.528
SC1 0.70 0.843 0.848 .000
SC2 0.86 .000
SC3 0.79 .000
5. Consumer Trust 0.841
CT1 0.68 0.839 0.841 .000
CT2 0.76 .000
CT3 0.75 .000
CT4 0.84 .000

As shown in Table 4, all items with factor loading more than 0.6 were significant. The loadings-
approach criteria discussed in Amora (2021) were used in concluding that the variables of the study
have satisfactory convergent validity, to wit: a) the indicator loadings should be .50 or higher (Kock,
2020; Kock, 2014); b) the P-values associated with the indicator loadings should be less than .05 (Kock,
2020; Kock 2014). Indicators for which these criteria were not satisfied were excluded in the analysis.
(In this paper, items B2, B6, TW2, R1, SC4, SC5 were excluded). Excluding the said indicators, all the
variables have satisfactory convergent validity because the p-values and indicator loadings are within
the acceptable ranges.

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The average variance extracted (AVE) can also be used to assess convergent validity. There is evidence
of convergent validity if the AVE is .50 or higher (Fornell & Larcker, 1981; Kock & Lynn, 2012; Kock,
2020).

The factor loading at more than 0.5 was considered significant for all items in Table 4 to conclude
that the variables of the study have satisfactory convergent validity. Amora (2021) used the following
loadings-approach criteria: a) the indicator loadings should be .50 or higher (Kock, 2020; Kock, 2014);
b) the P-values associated with the indicator loadings should be less than .05. The indicators that failed
to meet these criteria were excluded from the analysis. Except for the said indicators, all variables have
satisfactory convergent validity since p-values and indicator loadings are within acceptable ranges.
Additionally, the average variance extracted (AVE) can be used to test convergent validity. When the
AVE is .50 or higher, there is evidence of convergent validity (Fornell & Larcker, 1981; Kock & Lynn,
2012; Kock, 2020).

The discriminant validity is shown in Table 5. All the constructs' square root AVE values are higher
than their correlation with other latent constructs, indicating discriminant validity between them.
Overall, the measurement model results show that the constructs are reliable and valid, and the
structural model as proposed above continues to be tested.

Table 5. Discriminant Validity Statistics

BI TW R SC CT
1. Behavioral Intentions (BI) 0.727
2. Trustworthiness (TW) 0.738 0.79
3. Risk (R) 0.146 0.108 0.735
4. Security (SC) 0.043 -0.015 0.817 0.727
5. Consumer Trust (CT) 0.581 0.541 -0.064 -0.035 0.756
Note: The values in the diagonal are square roots of the variable’s AVEs while the values in the off diagonal are correlations among the
variables. According to Fornell & Larker (1981), there is convergent validity if the square roots of the variable’s AVEs are larger than the
correlations.

One method to identify common method variance is using the Harman's single factor test. Harman's
single factor test helps to identify common method variance, and if the covariance among the
measures is dominated by a single factor or if that factor explains most of the variance among the
measures, then there is substantial common method variance. The Common Method Bias (CMB)
occurs when variations in responses arise from the survey and introduces bias into the instrument
(able 6).

Table 6. Common Method Bias and Reliability Coefficients of the Latent Variables
Variables Cronbach's Alpha Composite Reliability % of variance
BI 0.898 0.886 29.264
TW 0.865 0.866
R 0.823 0.824
SC 0.843 0.848
CT 0.839 0.841

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Notes:
1. Common method bias can be assessed using Harman’s one-factor test. The total variance extracted
by one factor is 29.264% and it is less than the recommended threshold of 50%, and this suggest that
common method bias is not present in the study (Podsakoff, MacKenzie, Lee, and Podsakoff, 2003;
Aguirre-Urreta & Hu, 2019)
2. A conservative criterion discussed in Kock (2020) states that the composite reliability and the
Cronbach’s alpha coefficients should be equal to or greater than 0.70.

Applying the Harman’s one-factor test shows of all the five variables are less than 50% implying the
existence of no common method bias (Podsakoff, MacKenzie, Lee, and Podsakoff, 2003; Aguirre-
Urreta & Hu, 2019). As regard the reliability coefficients, it can be noted that both the Cronbach’s
Alpha and Composite reliability of the latent variables are greater than .70 indicating that the scores
generated by the variables in the research model are reliable (Kock, 2020; Fornell & Larcker, 1981;
Nunnaly, 1978; Nunnally & Bernstein, 1994).

4.1. Model Fit Measures and Quality Indices

This part of the research presents the model fit and quality indices (Table 7). According to Kline
(2015), the most pertinent measures reported are: 1) The model chi-square (CMIN/DF); 2) The Root
Mean Square Error of Approximation (RMSEA); 3) The Comparative Fit Index (CFI) and 4) The
Standardized Root Mean Square Residual (SRMR). Model Chi Square assesses overall fit and the
discrepancy between the sample and fitted covariance matrices while the Root Mean Square Error of
Approximation pertains to values closer to zero (0) representing a good fit. The Comparative Fit Index
compares the fit of a target model to the fit of an independent, or null, model and the Standardized
Root Mean Square Residual “square-roots” the difference between the residuals of the sample
covariance matrix.

Table 7. Measurement Model Fit Indices

Fit Indices Value Cut-off values based Conclusion
CMIN/DF (χ2) 1.854 >3 Excellent
CFI 0.949 > 0.95 Acceptable
RMSEA 0.055 >0.06 Excellent
Standardized RMR 0.064 >0.08 Excellent
Note: Recommended combinations of measures according to Hu and Bender (1999) “Cutoff Criteria for Fit Indexes in Covariance Structure
Analysis: Conventional Criteria Versus New Alternatives"

The study's main results showed that the overall fit of the model was satisfactory, as all the fit indices
presented in the table met the recommended level. Figure 1 displays the research model, including
path coefficients, p-values, and R-squared. The next section discusses the variables' effects on other
variables in the model.

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Figure 1. Results of the Structural Model

The χ2 was 1.854 (χ2/df = 304.083; df = 64), CFI was 0.949, RMSEA was 0.055, and the SRMR was
0.064

To test structural relationships (Figure 1), the conceptualized causal paths were estimated. The results
are shown in Table 8.

Table 8. Hypothesis Test Summary

Hypotheses Estimates Standard t-value p-value Remarks
Error
H1: Behavioral Intentions à 0.380 .104 3.640 .000 Accepted
Consumer Trust
H2: Trustworthiness à Consumer 0.227 .082 2.764 .006 Accepted
Trust
H3: Risk à Consumer Trust -0.155 .089 -1.738 .082 Rejected
H4: Security à Consumer Trust 0.50 .082 0.526 .599 Rejected

According to the results presented in the study, all examined determinants of mobile shopping apps
and all survey items are related to consumer trust. Hence, all hypotheses were confirmed. There is,
however, a difference in the strength of the relationship between dominants and hypotheses. Two
hypotheses were accepted, and two were rejected. Behavioral intentions and trustworthiness have the
greatest influence on consumer trust in the Philippines whilst security and risk have a lower influence.

The study found that behavioral intentions (H1) have the strongest influence on consumer trust (β =
0.380, P < 0.05). This finding is consistent with previous research (Gao & Waechter, 2017; Ha et al.,
2021; Kamtarin, 2012; Muangmee et al., 2021). Warshaw and Davis (1984) state trust increases
intention to use because consumers are less concerned about negative consequences. Mobile shopping

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apps that consumers trust are more likely to generate positive behavioral intentions toward them, such
as using them to make purchases and continuing to use them. Trusting the app can increase
consumers' willingness to use it and depend on it for their shopping needs due to a sense of security
and reliability. This highlights the importance of behavioral intention for building consumer trust.
Thus, the finding supports H1 and emphasizes the crucial role of behavioral intention in shaping
consumer trust.

Trustworthiness has a significant positive effect on consumer trust (β = 0.227, p-value 0.006). This
finding is consistent with previous studies (Utz et al. 2012; Hallikainen et al. 2018; Chen, et al. 2019;
Ha, et al. 2017; Chung, et al, 2018; Wang et al. 2017). Trustworthiness plays a vital role in influencing
consumer behavior in online environments (Hubert et al. 2018). Trustworthiness also benefits the
user, fosters continued use, promotes mobile shopping adoption (Garrouch and Timoulali, 2020), and
reduces uncertainty (Chung, 2014). Users of mobile shopping applications place a great deal of trust
in mobile apps that are trustworthy. The more trustworthy a mobile shopping app is perceived to be,
the more likely it is to gain user trust and engage with the user. Hence, the finding supports H2,
indicating that consumer trust is positively influenced by trustworthiness.

The direct effect of risk (β = -.155, P-value = 0.82) on consumer trust was rejected, thus correlating
to other previous studies’ (Al-Abri, et al. 2018; Marza, et al. 2019; and Wang et al. 2017) findings non-
significantly. This may be due to factors such as mobile shopping having higher levels of trust when
it has rich information (Chen and Lan, 2014), quality mobile features (Al Dmour et al., 2014), and
design components (Wu and Wang, 2006), and among others. Additionally, the sample characteristics
may also play a role as participants were primarily college-educated and in the age range of 19-23
(Mahapatra, 2017), who tend to conduct research before making purchasing decisions (Lissitsa and
Kol, 2016). Consumers may choose to use a mobile shopping application if they perceive the benefits
outweigh the risks. Similarly, consumers may be willing to take on some level of risk to access unique
products or services offered by mobile shopping apps. Thus, the finding indicates that consumer trust
is not significantly influenced by risk, and H3 posed in the previous section cannot be supported.

Lastly, the effect of security (β = .50, P-value = 0.599) on consumer trust was rejected, which is
contrary to other studies (Larasetiati and Ali, 2019; Vejacka and Tofa, 2017; Shao et al., 2019). Security
concerns are prevalent in e-commerce due to unauthorized storage and sharing of consumer
information, but mobile shopping apps have raised reservations from consumers (Harris et al., 2016;
Balapour et al., 2020). Finding the proper balance between security and usability is crucial when using
mobile devices (Ben-Asher et al., 2011). It is possible that some consumers prioritize other factors
over security. Security concerns may be outweighed by convenience, price, or brand reputation.
Hence, the results indicate that consumer trust is not significantly influenced by security, so H4 posed
in the previous section cannot be supported.

Feasibly, this study's contribution lies in the structural model or the correlation of variables of
behavioral intention to trustworthiness (β = 0.283, p-value <0.01) and security to risk (β = 0.316, p-
value <0.01). Based on the modification indices, when risk was correlated to security, the value of chi-
square was reduced at 128.99. When chi-square was reduced, the t-value increases. Likewise, when
behavioral intention to trustworthiness is correlated, the reduction of chi-square at 122.37 increases
the t-value (refer to Figure 1)

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5. Conclusion
The respondents were positive and certain that behavioral intention, trustworthiness, risk, security,
and consumer trust were significant elements as factors that influenced the use of mobile shopping
apps. According to the results presented in the research, all factors examined in mobile shopping apps
are related to consumer trust and each hypothesis has been confirmed. Nevertheless, the depth of the
relationship varies for each dominant indicator. Furthermore, the structural relationships with their
conceptualized causal paths were estimated, resulting in two hypotheses being accepted and two being
rejected. Also, a more accurate model was developed when the behavioral intention was correlated
with trustworthiness and security was correlated with risk.

Respondents prioritized behavioral intentions and trustworthiness factors over security and risk,
which could explain why risk and security were rejected. This may occur when making purchases via
mobile shopping applications (Lazada and Shopee). Alternatively, the respondents may believe that
mobile shopping applications are highly trusted by consumers, and therefore the effects of risk and
security on consumer trust are small (insignificant).

The respondents' age group may also contribute to the lack of significance of risk and security.
Younger consumers, according to previous research (Venkatesh, et., 2012; Mishra, et., 2021), seem
more comfortable using technology and less hesitant to take risks with their personal information,
while older consumers are more concerned about mobile shopping applications' security and privacy
risks. Primarily, this explains why risk and security factors did not influence consumer trust.

Lastly, introducing a moderator variable could enhance understanding of the variables of the study.
To establish a more robust knowledge base, replication of the research across diverse consumer
groups in the country and/or Southeast Asia is recommended. It may also be helpful to conduct a
sub-group analysis by age to determine if there are any age-related differences in the study.

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