payment and consumer behavior, and how the third-party platform leads to increased consumer purchasing intention and thus stimulates the market economy more.
1.3 Methodology
1.4 Structure of the thesis
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Chapter 2 Literature Review
2.1 The Definition of the third-party payment
Third-party payment is an independent agency with strength and credit Guarantee, it act as intermediation in the transaction process under the supervision of banks and business management departments, provides secure guarantee and technological support to the two trading parties. It has signed a contract with each big bank and appoints to deal with bank payment and settle system interface platform of online payment. In the \buy goods by using a third-party platform for payment, they will notify the seller to request shipment; when the buyer has received the goods, and inspect the export goods are confirmed, you can inform the third party payment to the seller, the third party then transfer the payment to the seller account. Third-party payment as the main means of network transactions and credit intermediary play an important role in establishing a connection between the online stores and Banks and making the online shopping safer.
2.1.1 The Emergences of the third-party payment
As a separate operating agency, the third party payment platform, acting as intermediation in the process of dealing under the supervision of banks and business management departments, provides secure guarantee and technological support to the two trading parties. The platform, also acting as witness and channel of the network transaction, offers abundant payment means and reliable service to Customers decreases the possibility of fraudulent trade and relieves public worries on the security of network transaction. The platform of third party payment was investment hotspot of the year 2005, which is called \payment year\ Due to relaxed qualification cognizance, small payment companies sprang up and the scale of platform increased by 100percent a year. According to I Research’s investigation, the third party payment in 2004 is 2.3billion RMB, while the number was more than 30 billion RMB in 2006 and with an expectation of 280 billion RMB in 2010.
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2.1.2The Features of the third-party payment
In trading platform through a third party, the buyer after the choose and buy goods, using a third-party platform provides account for payment, the seller by the other party payment for goods arrive, for delivery; After the buyer's inspection items, can inform payment to the seller. The emergence of the third-party payment platform, in theory, completely put an end to the fraud of electronic trading; it is also decided by it of the following features:
(1) The third party payment platform, diverse and flexible payment means, users can use the Internet to pay, pay phone, mobile phone text messages in a variety of ways such as payment.
(2) The third party payment platform not only has the funds transfer function and can be restraint and supervision of both parties. For example: alipay can buyers money to draw people not only seller account, and if there is a trade dispute, such as not shipped after the seller received the buyer orders or buyers find reason to refuse payment after receipt of the goods, pay treasure will investigate the deal, and to deal with an offending side, basic can supervision and binding both parties.
(3) Is a third-party payment platform for network trade guarantee independent institutions? For example: taobao alipay, which is equivalent to an independent financial institutions, when buyers to purchase goods, money rather than directly to the seller's bank account to pay treasure to bank account first, when the buyers confirm receipt the goods and no problem will inform pay treasure to hit people inside account of the seller, the money, pay treasure to ensure the transaction smoothly in the process of trading.
2.1.3 The Risk of the third-party payment
1. The subject qualification and scope of business of third-party payment risk, engaged in the business between network operations and financial services, its legal status is unclear. Although most third-party payment is trying to establish him to provide users with network collection &payment intermediary status, but from all these third-party payment in the actual business operation, pay intermediary services
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essentially similar to the settlement business. In addition, for the buyer and the seller to provide third party guarantee platform lonely accumulate a large amount of money at the same time, show the similar to the function of bank deposits. According to the country commercial bank law \the settlement is the bank's proprietary business. Third-party payment platform operations has breakthrough the limitation of some existing franchise, what should be how to position, is the problem that we should ponder.
2. Precipitation in road for capital and virtual account of risk in the process of payment, whether the third party payment platform mode or insider trading, has a money sequestration, when absorbing funds reached considerable scale creates a security risk and pay money.
(1) mode, the third-party payment platform on the outstanding funds tend to settle on a third party to open an account in the bank, the general merchants of money will be for two days to a few weeks, this part in road, the possibility of risk are: first, in road capital increasing, the third-party payment platform itself credit risk index increase. Third-party payment platform for online trading guarantee on both sides, who would provide third party guarantee? Second, the third party payment platform, there are a lot of money in precipitation, if the lack of effective liquidity management, may cause payment risk.
(2) Under the mode of insider trading, involves the issue of virtual currency and use. The current virtual currency has not yet been incorporated into the central bank's regulation, and free from the banking system, it is difficult to tracking platform inside money flows; it will have what kind of impact to the real society is not clear. But now the issue of virtual currency is completely out of control, and as more and more people are recognized and using virtual currency, once the virtual currency monetary docking with reality problems arise, will be a huge disaster. No one is willing to pay for this risk, also can't afford it. The anti-money laundering act
3. Money laundering risk brought by the central bank in the money laundering
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report released, according to the bank on the net in the business of bank accounts for the rise rapidly, and most of trading via telephone, computer networks, rarely meet bank and customers, the bank customer to bring very great difficulty, also became the money laundering risk prone, high-risk areas.
2.1.4 Compared with the traditional payment
In the absence of effective credit system network environment, the introduction of the third-party payment mode, to a certain extent solved the payment of the bank on the net can't deal with constraints on both sides and supervision, payment is unitary; And in the entire transaction process, quality requirements, transaction integrity, return of goods can't get reliable guarantee; Widespread fraud and other issues. Its advantage embodies in the following respects:
First of all, for businesses, through the third-party payment platform can hedge the risks of unable to receive the customer payment for goods; at the same time can provide customers with a variety of payment tool. Especially for small and medium-sized enterprises that can not gateway interface with the bank provides a convenient payment platform.
Secondly, for the customer, not only can hedge the risks of unable to receive the goods, and the quality of the goods to a certain extent, also has the security, enhance the confidence of the customers online trading.
Third, for Banks, bank through a third party platform can expand business scope, but also saves for a large number of small and medium-sized enterprises provide gateway interface development and maintenance costs.
Visible, third-party payment mode effectively protects the interests of the parties and provide support for the transaction smoothly.
2.2 The Definition of consumer Behavior
2.2.1 The Features of consumer Behavior
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