Mediating role of brand app trust in the relationship between antecedents and purchase intentions-Iranian B2C mobile apps

This study investigates the mediating role of brand app trust in the relationship between brand app antecedents and purchase intentions via a brand mobile app. It explores the mediating potential of brand and platform trust in this relationship between antecedents and purchase intentions and also highlights which brand antecedents are useful for directly or indirectly establishing trust towards purchasing via a mobile app in the Iranian mobile commerce market. This study uses survey data collected through an online questionnaire form and applies the partial least squares method to extract its findings. All of the estimation results are found to be unbiased and robust. The results show that brand app trust plays a mediating role in the relationship between the brand app antecedents of word-of-mouth recommendation, subjective norms, perceived image (social antecedents), mobile computing self-efficacy (consumer-based antecedent), and perceived ease of use (system antecedent) and purchase intentions via a brand mobile app in Iran.