Factors Affecting Consumers’ Perception for a Business Model of Electronic Commerce with Third Party Payment
Date Issued
2014
Date
2014
Author(s)
Yu, Zih-Hao
Abstract
With the fast progress of information technology, Internet has become closer to people’s daily life, especially to online shopping. The rapid growth in the electronic commerce over the Internet makes people have more choices and more convenient than before. However, the e-payment still lack of security and trust for both buyers and sellers, so the third party payment service model plays a significant role on creating a win-win situation for both buyers and sellers.
Recently, more and more consumers in Taiwan go online shopping in Taobao, creating the need of the third party payment, so this study tries to find the essential factors which could enhance the consumers’ motivation and perception for this model. Due to the significant change of economic and financial conditions in past decades, the past studies might not suit for current status in Taiwan anymore. Therefore, this study raises seven possible factors to examine the impact on consumer’ behavior.
The results indicate that the two factors, “security” and “trust”, are the fundamental value for Taiwanese in e-payment systems. As a consequence, third party payment service providers in Taiwan have to seek other value propositions to get more market share, like “self-efficacy”. Also, the providers should educate consumers what third party payment is, and make consumers recommend this service to each other.
Subjects
第三方支付
自我效能
使用意願
電子商務
Type
thesis
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ntu-103-R01741065-1.pdf
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