Addressing the Credibility of Mobile Applications

Abstract

Mobile access has opened new vistas for various sectors of society including businesses. The ability that anyone using (virtually) any device could be reached anytime and anywhere presents a tremendous commercial potential. Indeed, the number of mobile applications has seen a tremendous growth in the last few years. In retrospect, the fact that almost anyone can set up a mobile application claiming to offer products and services raises the question of credibility from a consumer’s viewpoint. The obligation of establishing credibility is essential for an organization’s reputation (Gibson, 2002) and for building consumers’ trust (Kamthan, 1999). If not addressed, there is a potential for lost consumer confidence, thus significantly reducing the advantages and opportunities the mobile Web as a medium offers. If a mobile application is not seen as credible, we face the inevitable consequence of a product, however functionally superior it might be, rendered socially isolated. The rest of the article is organized as follows. We first provide the motivational background necessary for later discussion. This is followed by introduction of a framework within which different types of credibility in the context of mobile applications can be systematically addressed and thereby improved. Next, challenges and directions for future research are outlined. Finally, concluding remarks are given.