||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”.