| Summary: | 碩士 === 正修科技大學 === 金融管理研究所 === 105 === With the vigorous development of e-commerce, the transactions of online shopping have been increasingly diversified. The rise of the third-party payment even has a significant influence on human beings. Third-party payment platform to make online shopping more efficient and convenient, consumers do not need to set up different accounts in different banks, help the consumer to reduce on the net the shopping cost, Third-party payment platform not only brought up the growth of online shopping, but also received the masses of consumers’ favor. This study is amid on customers that have ever shopped on Third-party payment platform to fill out questionnaires of survey. The survey period lasted from 2017/5/15 to the 2017/6/12 and had a total of 485 questionnaires returned. After deleting invalid questionnaires, the number of valid questionnaires is 474 with a valid returned rate of 94.8%.
This study aims to explore the effects among service quality, brand image, consumer willingness and consumer satisfaction in the third-party payment platform. In addition, the study uses SPSS20 for statistical analysis and methods including descriptive statistics, reliability and validity analysis, correlation analysis, factor analysis and regression analysis for empirical analysis. The results of this study reveal the following:
(1) Service quality has significant positive effect on consumer satisfaction, indicating that increased awareness of the Service quality for third-party payment platform led to increased consumer satisfaction.
(2) Service quality has significant positive effect on consumer willingness, indicating that increased awareness of the service quality for third-party payment platform led to increased consumer willingness.
(3) Brand image has significant positive effect on consumer satisfaction, indicating that increased awareness of the brand image for third-party payment platform led to increased consumer satisfaction.
(4) Brand image has significant positive effect on consumer willingness, indicating that increased awareness of the brand image for third-party payment platform led to increased consumer willingness.
(5) Consumer satisfaction has significant positive effect on consumer willingness, indicating that increased awareness of the consumer satisfaction for third-party payment platform led to increased consumer willingness.
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