Effects of the Experience in Using the Third-Party Payment on the Payment Model of Online Shopping

As it is impossible for consumers to conduct a face-to-face transaction in online shopping, both buyers and sellers would mistrust each other and lack a sense of security. To address this problem, people have gradually paid heed to the third-party payment. Targeting at the third-party payment, this study probed into the effects of consumers’ perceived risk and benefit of the third-party payment system, social impact and personal involvement in the Internet on the attitude towards the third-party payment system, perceived value and use intention. Moreover, a relational model was established, and the differences between those who had used the third-party payment and those who hadn’t were explored. In this study, the convenience sampling was adopted to retrieve 761 valid questionnaire copies. The respondents were divided into two groups according to the experience in using the third-party payment- one had used the third-party payment and the other hadn’t. Then, the two groups were compared. The findings showed that there was significant difference between the two groups in three relational paths- (1) for the online shoppers who had used the third-party payment, perceived benefit had stronger influence on use attitude; (2) for the online shoppers who had never used the third-party payment, attitude had greater impact on the use intention of the third-party payment; (3) for the online shoppers who had used the third-party payment, perceived value had more significant effect on the use intention of the third-party payment. The research results also demonstrated that there was some difference in behavioral model between the two groups. These findings can be taken as reference information for the third-party payment enterprises to make strategies.