||With the maturing development in mobile network technology and the popularity of smart phones in recent years, the mobile business has become a new trend of consumption. In action business, the most important part is the consumer to pay the amount of goods or services related to the goods or services provided by the seller in accordance with the normal payment mechanism to complete the fee collection. We call this process “To pay by action”.|
Third party payment is an enterprise or independent institution with strong financial resources and credit guarantee that cooperate with banks to establish a special store, it is a agency which provides payment flow service in the course of the transaction to both buy and sell sides and provides a financial service platform and guarantees compliance for online shopping.
In this study, we are doing further study for third-party payment only. The main purpose of this study is to understand general consumer in relate to the third-party payment platform for the cognitive and behavioral factors.
This study is to quantify the analysis covering the whole areas in Northern, Middle, and Southern Taiwan in sending questionnaire as survey object. Furthermore, we are using random sampling and recover 192 valid samples.
The model of this study is based on the base work from TAM (Technology Acceptance Model, TAM) proposed by Fred D. Davis (1992), and added the perceived value facets proposed by Sweeney & Soutar (2001) and Featherman plus Pavlou ( 2003) in exploring the structural aspects of the perceived risk. Such that as to understand the “Social perceptual risk”, “Time perceptual risk”, “Privacy Perceptual risk”, Mental perceptual risk”, “Practical value "," pleasure value ", and " social value”. These various facets would create certain degree of acceptance of the third-party payment for smartphone users who are willing to try to use or refuse to use, would be somehow mutual interact of each other.
The conclusion can help us gain a better understanding of social media usage：
1. Perceived Psychological Risk has significant positive impacts on behavioral intentions. 2. Utilitarian Value , Enjoyment Value , and Social Value have significant positive impacts on behavioral intentions. Thus, we propose two suggestions to relative organizations as a reference.
① Actively promote the marketing, the establishment of the brand, in order to improve the use of will.
② R & D technology deep plowing, strengthen the function and entertainment of goods.