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Perceived Critical Mass Effect on Third Party Payment Accetpance

Author: RenTianFeng
Tutor: ZhuoJun
School: Zhejiang University
Course: Business management
Keywords: Third-party payment Theory of Reasoned Action Innovation Diffusion Theory Perception of the critical point
CLC: F224
Type: Master's thesis
Year: 2010
Downloads: 304
Quote: 2
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Abstract


With China's rapid development of the Internet and e-commerce , third party payment network economy has become the inevitable trend of development of the times and choice. The data show that the second quarter of 2009, third-party payment market in China reached 130.77 billion yuan deal size . However , our third-party payment market with China's Internet and e-commerce compared to the needs of online payment development space is still very great . According to the survey , there is a great majority of people have not used a third-party payment , in addition to technical safety and ease of use reasons , but if there are other psychosocial factors, on consumer intentions to use third-party payment have an important impact . In this study, reading the relevant literature , based on the theory of reasoned action and innovation diffusion theory combined with consumer perception from the perspective of the critical point , a detailed study of the critical point for consumers perceive the intention of using third-party payment and characteristics of third-party payment . In this study, survey questionnaires were distributed and 288 , 250 valid questionnaires , the use of SPSS.16 software to analyze these data . Based on the empirical analysis , and then the Alipay calendar year the number of users registered a case study . Draw the following conclusions: 1 . Spread in the diffusion of third-party payment instruments , consumers perceive the critical point not only through the use of its intention subjective norms play an indirect role, but also has a direct effect on its intended use . (2) consumers perceive the critical point with the third party payment innovative features significant correlation exists and the corresponding regression equation . Thus confirming that consumers perceive the critical point have a greater impact on the innovative features . 3 consumers perceive innovative features third-party payment instruments exist between their attitude toward using significant correlation , and significantly affect its attitude . 4 through Alipay case analysis, found that the number of Paypal users exist in the growth process critical point , which further confirms the research model , and the third-party payment companies can provide the appropriate strategy.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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