PPM모형을 활용한 제3자 결제 서비스로의 전환의도에 영향을 미치는 요인

Abstract

With the development of China,s economy and Internet technology, E-commerce market in China has also been a rapid expansion. The market size of third-party online payment also will continue to enlarge. As a safe, fast and convenient online payment technical support role between banks, buyers and sellers. It not only meet the credit needs of the users on the online transactions, but also eliminates concerns about financial security in the transactions process. The third- party onlie payment make up the blank of banking servings. And brought vigor and vitality to our online payment. The e-commerce market has achieved a great expansion with the development of China's economy and Internet technology in recent years, attributed to this phenomenon, the market scale of third-party online payment service has enlarged a lot. As a safe, fast and convenient online payment technical support role among banks, customers and sellers, it can not only meet the need of users when they are using this service to finish online transfer, but also eliminates concerns about financial security in the transactions process. The third- party online payment service fill the gap of banking servings. The purpose of this paper is to analyze factors which can emerge influences on the change of customers' attitude towards the third-party online payment service by using PPM model developed from Law of Migration(Ravenstein, 1885). To support my hypothesis, this study adopt migration theory as a standard. There exist a few dominating companies which aim to develop the third-party online payment service market such as the "PAYPAL" in United States and the " KaKaopay" in Korea on the international market. If this service of these companies is introduced to the third-party online payment market in China, such companies might become threats in China where the third-party payment service is comparatively new. In order to figure out main factors which affect the change of customers' switching intention towards the third-party online payment method in payment market. To ensure the validity of the study, this paper will adopt the preceding research results related to the third-party online payment. The Convenient Sampling Method is adopted to collect data from web site to finish this study. People which are at the age of 20s or 30s are selected as my study subjects because'Cord-cutting' is generated in the 20s and the 30s have a better ability to use new technologies than the other older generations. The results this study are as follows: The main factor of that influence the change of customers' switching intention towards the third-pay payment service is security system. Firstly, push factors such as affective commitment and perceived ease of use will weaken the switching intention towards third-party online payment service. Secondly, pull factors such as social influences and service quality will promote switching intention from Traditional payment service to third-party online payment service. Thirdly, this paper provides for traditional payment service to release third-party online payment service and identifies how users recognize the relationship between traditional payment service and third-party online payment service whether alternative or complementary. Lastly, it also help find the importance of attitudes of users such as innovation resistance by analyzing different Mooring factors.