A Study on Relationship between Third-party Payment and
Consumer Behavior
摘 要
随着互联网的普及和电子商务的发展，越来越多的消费者已经开始习惯网上购物，通过第三方支付和卖家完成网上交易。第三方支付方式和以往传统的支付方式不同，传统支付中消费者和卖家直接完成交易，而第三方支付系统在网络交易中则扮演着类似于中介的角色，它代收网络交易中产生的费用，使网络消费变得更加快捷，便利。本论文将以第三方支付平台微信为列，通过问卷调查了解消费者使用支付的频率，使用时间，安全问题，刺激消费等问题的看法和反馈，探讨第三方支付平台和消费者行为之间的关系。
本文将分为五个部分进行分析和研究，第一部分将介绍研究的背景，对象，意义和方法以及文章的研究思路，第二章将通过文献参考首先介绍第三方支付平台的定义，诞生，特征，风险以及它与传统的支付方式之间的异同，然后介绍消费者行为的定义特点等来分析第三方支付和消费者行为间的关系。最后通过问卷调差，数据分析等研究第三方支付对消费者消费行为起到诱惑和促进购买的作用。最后一章将介绍本研究的局限性以及对全文的总结。
关键词: 第三方支付，微信，消费者行为，购买意图。
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Abstract
With the popularity and development of the Internet and the e-commerce, more and more consumers have already begun used to online shopping and they will complete finish the online transactions with sellers through the third part payment. There are many differences from a third party payment and past traditional way of payment. In the traditional payment, consumers and sellers will complete the transaction payment directly, but in the third part payment system, it plays a mediation role in trading, its will collect the online transactions costs and make the network consumption has become more and more convenient and quicker. This paper will take the third-party payment platform We Chat as a example, through the questionnaire results to get a better understanding of the third part payment in the online transactions and discusses the relationship between the consumer behavior and the third party payment platform.
This paper will divided into five parts to analyze and research, the first part will introduce the research background, object, significance and methods and the research idea of the article, the second chapter will firstly introduce the definition of third-party payment platform, it includes its’ emergences, characteristics, risks and the similarities and differences between it and the traditional way payment, and then it will introduces the definition of consumer behavior characteristics to analyze the relationship between third-party payment and consumer behavior. Finally we will describe the questionnaire results; it will prove the third party plays a temptation and promotion to consumers’ behavior through data analysis. The last chapter will indicate the limitations of this study as well as make a summary for the full paper.
Keywords: Third-party payment, We Chat, consumer behavior, purchase
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intention.
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Contents
A STUDY ON RELATIONSHIP BETWEEN THIRD-PARTY
PAYMENT AND CONSUMER BEHAVIOR ............................................I 摘 要 ..........................................................................................................I ABSTRACT ................................................................................................ II CONTENTS ............................................................................................... IV CHAPTER 1 INTRODUCTION ............................................................... 5
1.1BACKGROUND........................................................................................................... 5 1.2 OBJECTS AND SIGNIFICANCE .................................................................................... 5 1.3 METHODOLOGY ....................................................................................................... 6 1.4 STRUCTURE OF THE THESIS....................................................................................... 6
CHAPTER 2 LITERATURE REVIEW ................................................... 7
2.1 THE DEFINITION OF THE THIRD-PARTY PAYMENT ...................................................... 7 2.2 THE DEFINITION OF CONSUMER BEHAVIOR ............................................................ 10 2.3 RELATIONSHIP BETWEEN THE THIRD-PARTY PAYMENT AND CONSUMER BEHAVIOR . 11
CHAPTER 3 THE METHODOLOGY ................................................... 12
3.1 DESIGN AND STRUCTURE OF SURVEY ...................................................................... 12 3.2 DISTRIBUTION AND COLLECTION OF DATA ............................................................. 12 3.3 DATA ANALYSIS ...................................................................................................... 12
CHAPTER 4 DISCUSSION AND CONCLUSION ............................... 13
4.1 MAJOR CONCLUSION REACHED IN THIS THESIS ..................................................... 13 4.2 LIMITATIONS OF THIS RESEARCH AND SUGGESTION FOR FUTURE STUDIES ............ 13
BIBLIOGRAPHY ..................................................................................... 14 ACKNOWLEDGEMENTS ...................................................................... 15
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Chapter 1 Introduction
1.1Background
With the development of the internet industry, the emergence of the third-party payment has changing our lifestyle as well as bringing major reforms to traditional transaction models. The mechanism of the third party platform has a great influence on online payment service; especially the mobile payments. It is emerged as a new payment method makes a great improvement for the third-party platform industries. The third party payment makes the online shopping become easier. This paper explores the relationship between the innovation technology of the third-party payment and the increasing purchasing intention of consumers.
In these years, there are many scholars make some researches on the perceived risks of the third-party payment. In 2009, the Chinese scholar Zhao Hui indicates only PayPal could compete with the SSL card payment of system of security strictly in the third-party payment of America (Zhao Hui, 2009). Lee (2005) has confirmed the trust has influence on consumers’ attitude and intention to use it. Liu (2012) indicated that compatibility is most important determinant for user’s intention. Nevertheless, social influence has the positive impact on their intention when they are adopting whether to use the Alipay. (Guo, Huang & Craig ,2015) ,which means that the third-party payment has safe security system and the function can be utilitarian oriented, thus the consumers are more willing and more confident to adopt it. These researches have made a big contribution for the third-part payment. But the study on relationship between the third part payment can increasing purchasing intention still have to further study. This paper will focus on the relationship between third-party payment and consumer behavior to discuss the third-party payment can increase the purchasing intention.
1.2 Objects and Significance
This study discuss functions and the future of new technology in relation to the consumer’s demands and aims to explore the relationship between third-party
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