| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === With the popularity of online shopping, the rise of third-party payment, provide to consumers a convenient and secure way to pay. However, Taiwan due to statute of limitations, resulting in the development of Taiwan's third-party payment services lag behind other countries. In recent years, the government is actively promoting third-party payment service, relaxed regulations so that industry can provide consumers more abundant and secure method of payment. Due to advances in information technology, the impact of community influence on consumers increasingly deep. In recent years, the government is actively promoting third-party payment service and to promote Cross-Strait Service Trade Agreement shortly, will enable Taiwan's e-commerce services can be extended to China and other overseas markets, bring more business opportunities for the Internet industry and e-commerce industry.
Therefore, this study takes Technology Acceptance Model as the main theory structure and based on previous research to explore the important factors affecting consumers use third-party payment services. Measured by the consumer objects used or intended for use as a third-party payment services. Distributing questionnaires period in March 14, 2014 to March 28, 2014.The use of Internet questionnaires and personal interview, in-depth understanding of consumer’s intentions to use a third-party payment service, a total number of effective questionnaire is 297, effective response rate of 91.6%.
The results show: 1.The third-party payment policy, community influence, service diversity and perceived ease of use have significant positive effects on the perceived usefulness of third-party payment. 2. The third-party payment policy has significant positive effects on the service diversity of third-party payment. 3. Service diversity and perceived usefulness have significant positive effects on the attitudes. Perceived risk has significant negatively effects on the attitudes. Perceived ease of use has no direct effect on the attitudes. 4. Attitudes have significant positive effects on the intention. 5. Gender aspects: The test results of male and female populations are also some differences. In male populations considered more diverse when the service does not affect consumer's perceived usefulness; and female populations in the use of third-party payment, will not feel at risk, test results male population is the opposite.
So the industry can continue to improve its user interface, so that consumers can reduce the time of learning, and also need to reduce the perceived risk of the consumer for this service in order to improve the use of consumer's intention. The results also found that the impact of the implementation of government policies to the people of far-reaching, and the implementation of related policies make third-party payment services more perfect. In order to develop the third-party payment service strategy, we hope that the finding of this research may provide a good reference for government agencies and industry.
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