The influence of behavioural intention on third-party e-commerce payment

• Main Author: Jih K. Chen
• Format: Article
• Language: English
• Published: AOSIS 2018-06-01
• Series: South African Journal of Economic and Management Sciences
• Subjects: technology acceptance model; TAM; TAM3; DEMATEL; third-party e-commerce payment
• Online Access: https://sajems.org/index.php/sajems/article/view/2157

Background: Third-party e-commerce payment has been used by many businesses and consumers, enabling customers to easily access the payment platform during e-commerce transactions. Thus, the emergence of such new technology has become a major topic for organisations to study factors that have influenced the people’s adoption and acceptance of new technology as well as mutual influence.   Setting: The Technology Acceptance Model is one of the most studied models of behavioural intention to use new information technology.   Aim: However, in terms of the causal relationship of variables in the model, one variable is considered independent, ignoring the possibility of mutual influence, and many samples are required for statistical empirical research. This study aims to resolve these above two deficiencies.   Methods: This study adopts the Decision-Making and Trial Evaluation Laboratory method, and applies the latest Technology Acceptance Model (TAM3) to examine.   Results: The results found several extra causal relationships which are not present in the TAM3 model, and understood that Experience and Computer Playfulness are the driving factors of third-party e-commerce payment, and Computer Anxiety is the core factor.   Conclusion: The feasibility of this approach was demonstrated through an empirical study, and these results could be used to guide management direction and marketing strategy.