Title page for etd-0527114-142121


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URN etd-0527114-142121
Author Ching-Hsiang Chen
Author's Email Address No Public.
Statistics This thesis had been viewed 5361 times. Download 11 times.
Department Finance
Year 2013
Semester 2
Degree Master
Type of Document
Language English
Title Agency Problem, Perceived Risk, and Purchase Intention under Third-Party Payment– Using Alibaba Group as an Example
Date of Defense 2014-06-30
Page Count 91
Keyword
  • Purchase intention
  • Alipay
  • Agency problem
  • Perceived risk
  • Third-party payment
  • Abstract The flourish of E-commerce, which is predicted to be the next trillion-dollar industry in Taiwan, brings with it convenience for consumers, but also derives the potential for fraud. In order to solve this phenomenon, Taiwan’s Executive Yuan has actively promoted third-party payments since the end of 2012, and as a result there are several institutions permitted to undertake this business.
    The main purpose of this study is to determine the influence of agency problem, perceived risk, and purchase intention under third-party payment services, using questionnaires for those who have shopped using the Alibaba group - including Taobao.com and Tmall.com - and used Alipay. We use the 350 samples collected to test the hypotheses using several statistical methods such as the mediation effect and regression.
    The results show that a reduction of perceived risk - especially in the financial concept - can increase purchase intention, and the agency problem is a complete mediator between perceived risk and purchase intention; that is, introducing a third-party payment service can help to eliminate risk perceived by consumers and to promote online shopping by decreasing information asymmetry and increasing information security.
    In conclusion, we still find that there are significant differences in different groups which are separated by the cluster analysis and the population statistics from our questionnaire. We also make different suggestions for each group, especially regarding “spending habits”.
    Advisory Committee
  • Chang-yung Liu - chair
  • Ji-Hwa Wu - co-chair
  • Yue-Shan Chang - advisor
  • Yueh-Chun Shih - advisor
  • Files
  • etd-0527114-142121.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2014-07-03

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