Volume 9, Number 2, December 2019
| Key Factors of the Operation of a Third Party Payment Company and Consumers’ Willingness to Use |
Fu-Ju Yang¹ , Wan-Rung Lin¹*, Wan-Ting Liao¹
Abstract
With the rise of the Internet, transaction types have also been undergoing changes from physical stores to online stores, which in turn has facilitated the development of online payment methods. However, the traditional online transaction payment method is subject to great risk exposure due to potential information distortion or illegal theft of customer information during online transactions; for example, after payment is received from the buyer, if the seller fails to deliver the purchased goods as scheduled, or a dispute over a defective product occurs, and the seller fails to address such issues in accordance with the original agreement, the buyer will be subject to purchase risk. Furthermore, misconduct, such as a malicious purchase where no payment is made after submission of the order, or malicious product return, will cause loss of profit for sellers. Therefore, there is the possibility of both seller and buyer cheating each other. Accordingly, the third party payment model emerged, which provides both seller and buyer with a neutral payment platform, such as a credit intermediary, to regulate and supervise transactions between sellers and buyers. In this study, the order of importance of the key factors for the operation of a third party payment company is assessed by applying the Analytic Network Process (ANP), the key factors that influence consumers’ use of a third party payment are discussed by applying Structural Equation Modeling (SEM), and finally, the differences in the degrees of recognition of the key factors, such as between company and consumer, are analyzed. Empirical results show that, in the view of experts, the order of importance of such factors is “Internal Process Perspective”, “Customer Perspective”, “Financial Perspective”, and “Learning and Growth Perspective”; while in the view of consumers, the order of importance of such factors is “Learning and Growth Perspective”, “Internal Process Perspective”, “Customer Perspective”, and “Financial Perspective”.
Keywords: Third Party Payment, Balanced Scorecard (BSC), Decision Making Trial and Evaluation Laboratory (DEMATEL), Analytic Network Process (ANP), Structural Equation Modeling (SEM)
¹ Department of Banking and Finance, Chinese Culture University
*Corresponding Author, E-mail: linyumiko@gmail.com