Abstract
As it is impossible for consumers to conduct a face-to-face transaction in online shopping, both buyers and sellers would mistrust each other and lack a sense of security. To address this problem, people have gradually paid heed to the third-party payment. Targeting at the third-party payment, this study probed into the effects of consumers’ perceived risk and benefit of the third-party payment system, social impact and personal involvement in the Internet on the attitude towards the third-party payment system, perceived value and use intention. Moreover, a relational model was established, and the differences between those who had used the third-party payment and those who hadn’t were explored. In this study, the convenience sampling was adopted to retrieve 761 valid questionnaire copies. The respondents were divided into two groups according to the experience in using the third-party payment: one had used the third-party payment and the other hadn’t. Then, the two groups were compared. The findings showed that there was significant difference between the two groups in three relational paths: (1) for the online shoppers who had used the third-party payment, perceived benefit had stronger influence on use attitude; (2) for the online shoppers who had never used the third-party payment, attitude had greater impact on the use intention of the third-party payment; (3) for the online shoppers who had used the third-party payment, perceived value had more significant effect on the use intention of the third-party payment. The research results also demonstrated that there was some difference in behavioral model between the two groups. These findings can be taken as reference information for the third-party payment enterprises to make strategies.
Highlights
In recent years, the Internet has been continually and rapidly developed, as Naisbit (1984) put it, computer technology is to the information era what mechanization is to the industrial revolution
The results showed that Item 6 of perceived risk (“I think the transaction based on the third-party payment system has not been popular yet”) didn’t meet the evaluate rule, so it was removed
According to the views of the consumers who had shopped online and relevant empirical studies, this study explored the effect of consumers’ perceived risk, perceived benefit, social influence and network involvement of the third-party payment on use attitude and perceived value and the effect of perceived value and use attitude on the use intention of the third-party payment
Summary
The Internet has been continually and rapidly developed, as Naisbit (1984) put it, computer technology is to the information era what mechanization is to the industrial revolution. Thanks to the convenient access to the Internet, most of the Taiwanese population has become Internet users. The way people receive information has becoming increasingly diverse and faster, and the combination of technological advancement and delivery service has contributed to the prevalence of electronic business. There was a great year-by-year growth in the Taiwanese online shopping market. According to the Market Intelligence & Consulting Institute survey on the mobile shopping among Taiwanese people, the online shopping rate in Taiwan has exceeded 85% (Market Intelligence & Consulting Institute, 2016) as a whole. Online shopping has been popular among consumers for long
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