A Study of Factors Affecting Consumer’s Adaptation of Third Party Payment

• Main Authors: Hsiao,Cheng-Chih, 蕭丞志
• Other Authors: Wang, Yu-Che
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/73475487375355880683

碩士 === 中華大學 === 企業管理學系碩士班 === 103 === With the popularity of E-commerce and the fast growth from B2B (Business-to-Business) and B2C (Business-to-Customer) to C2C (Customer-to-Customer), Internet Shopping changes people’s shopping behaviors. It has been a trend that more and more customers are shopping online and paying online frequently. “Perceived Usefulness” and “Perceived Ease of use” have been considered to be fundamental in determining the process of transaction in the past two decades. However, these factors may not completely explain the user`s behavior in an environment such as “Internet”. In this study, we will introduce “Perceived Risk” as the factor that has an impact on the acceptance of third-party payment and explore whether the risk affects the attitude of consumers. We collected 500 cases on the web to discuss the users’ intention toward Third-Party Payment and used SPSS software for data analysis. We found that there was a direct impact on the behavior intention of Third-Party Payment between the factor “attitude” and “Perceived Usefulness”.“Perceived Usefulness” and “Perceived Risk” also had a significant impact on “attitude”.