| Summary: | 碩士 === 淡江大學 === 會計學系碩士在職專班 === 101 === As online consumers are concerned about the security of online payment and personal account data that influences the development of e-commerce. However, the third-party payment service that has developed for many years maintains its growth in a sound way in variety countries. The online payment service in this regard began in Taiwan in 2012, then development so far, that has not been widely available and there are still few studies on third-party payment service from the perspective of internet traders. This study aims to discuss the key factors that affect internet trader’s intention of using third-party payment service, and the research results are expected to provide references for competent authorities and dealers’ development.
With a non-financial institution that set up the third-party payment service as the research subject, the study adopted the questionnaire survey to collect data and then discussed the relationship between diffusion of innovations, institution based trust, perceived risk and adoption intention. The results indicate that the comparative advantage, complexity and observability of diffusion of innovations have significant impact on internet trader’s intention of using the third-party payment service. The more internet traders trust the institution based trust mechanism of the third-party payment service, the less perceived risk of the service they have; the better the effect of reducing perceived risk of the third-party payment service, the more adoption intention they have. It is also found out that internet traders’ sense of trust to institution based trust mechanism of the third-party payment service can indirectly increase users’ adoption intention by perceived risk reduction.
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