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Understanding the adoption of third-party online payment An empirical

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With the development of online shopping, the number of third-party online payment systems increases. Alipay is a commonly used third-party online payment system among Chinese consumers. The purpose of this study was to explore the factors that affect
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    Understanding the adoption of third-party online payment An empirical study of user acceptance of Alipay in China Master’s  thesis within Informatics, 30 credits  Author: Junsheng Xie Rui Lin  Tutor: Christina Keller  Jönköping May 2014      ACKNOWLEDGEMENTS    The authors would like to express their deepest gratitude to the supervisor Christina Keller in this study. We would not have complete this study without her precious feedback and suggestions. Also we want to express our gratitude to our friends who help us to distribute questionnaires in China. We also appreciate the valuable suggestions and feedback from our friends and classmates. They really helped in improving the thesis. Last but not least, we would like to thank our parents and sibling for their encouragement in China.  Junsheng Xie Rui Lin  Jönköping, May 2014 Jönköping, May 2014    Master’s  Thesis in Informatics  Title: Understanding the adoption of third-party online payment: An empirical study of user acceptance of Alipay in China  Author: Junsheng Xie, Rui Lin  Tutor: Christina Keller Date: 2014-05-28 Subject terms:    Third party online payment, electronic commerce, B2C, user acceptance, UTAUT (Unified Theory of Acceptance and Use of Technology) Abstract  With the development of online shopping, the number of third-party online payment systems increases. Alipay is a commonly used third-party online payment system among Chinese consumers. The purpose of this study was to explore the factors that affect the users’ acceptance of Alipay among Chinese B2C customers. This study adopts a deductive, theory testing approach. Based on the model of Unified Theory of  Acceptance and Use of Technology (UTAUT), a research model and hypotheses were proposed. A survey study was performed with a quota sample of 300 Chinese online shopping consumers. Based on the responses, the hypotheses were tested through sta-tistical analysis. Through testing the hypotheses, it was concluded that : “ Social Influence  ”, “  Effort expectancy  ”  were the factors that most prominently could affect B2C user’s ac- ceptance of Alipay. Hence, third-party online systems suppliers should focus on social marketing and increasing the ease of use of the systems to increase user acceptance. Other similar third-party online payment company could take those identified factors as reference in further user acceptance study, and the proposed research model in this study could also help in improving understanding of user acceptance in similar third-part online payment system.    i Table of Contents 1   Introduction .......................................................................... 1   1.1   Background ................................................................................... 1   1.2   Problem ......................................................................................... 2   1.3   Purpose ......................................................................................... 2   1.4   Research questions ....................................................................... 2   1.5   Delimitations .................................................................................. 3   1.6   Definition ....................................................................................... 3   2   Frame of references ............................................................. 5   2.1   Third-party online payment related theoretical review ................... 5   2.1.1   Research status of online payment ..................................... 5   2.1.2   The definition of third-party online payment ........................ 6   2.2   Online Shopping and Online Stores .............................................. 7   2.3   The current condition of Alipay ...................................................... 7   2.4   Similar third-party payment systems in China ............................... 8   2.4.1   Tenpay ................................................................................ 8   2.4.2   Baifubao ............................................................................. 8   2.4.3   ChinapnR ............................................................................ 8   2.4.4   Yeepay ............................................................................... 9   2.5   Service Quality .............................................................................. 9   2.6   Perceived Risk ............................................................................ 10   2.7   Review on Technology Acceptance ............................................ 10   2.7.1   Theory of Reasoned Action (TRA) .................................... 11   2.7.2   Theory of Planned Behavior (TPB) ................................... 11   2.7.3   Technology Acceptance Model (TAM) .............................. 12   2.7.4   Combined-TAM-TPB (C-TAM-TPB) .................................. 13   2.7.5   Social Cognitive Theory (SCT) ......................................... 13   2.7.6   The Motivational Model (MM) ........................................... 14   2.7.7   The Model of PC Utilization .............................................. 14   2.7.8   Innovation Diffusion Theory (IDT) ..................................... 15   2.7.9   The Unified Theory of Acceptance and Use of Technology (UTAUT) .................................................................. 15   2.8   Research model and hypotheses ................................................ 17   3   Methods............................................................................... 20   3.1   Research purpose ....................................................................... 20   3.2   Research approach ..................................................................... 20   3.3   Research Design ......................................................................... 21   3.4   Data collection ............................................................................. 22   3.4.1   Primary data collection ..................................................... 23   3.4.2   Exploring Secondary Data ................................................ 26   3.5   Data analysis ............................................................................... 27   3.5.1   Descriptive analysis .......................................................... 27   3.5.2   Reliability analysis ............................................................ 27   3.5.3   Factor analysis.................................................................. 27   3.5.4   Correlation analysis .......................................................... 27   3.5.5   Regression analysis .......................................................... 27   3.6    Analysis of open-ended questions .............................................. 28      ii 3.7   Credibility .................................................................................... 28   3.7.1   Reliability .......................................................................... 28   3.7.2   Validity .............................................................................. 28   4   Empirical findings and analysis ........................................ 29   4.1   Descriptive analysis ..................................................................... 29   4.2    Analysis of Open-ended question ............................................... 33   4.3    Analysis of the proposed UTAUT model ..................................... 34   4.3.1   Reliability Verification ........................................................ 34   4.3.2   Validity test ....................................................................... 34   4.3.3   Correlation ........................................................................ 37   4.3.4   Regression analysis .......................................................... 38   4.3.5   Hypothesis Testing Results .............................................. 39   5   Discussion .......................................................................... 41   5.1   Discussion of results ................................................................... 41   5.2   Discussion of the proposed UTAUT model ................................. 41   5.2.1   Direct variables impact ..................................................... 42   5.2.2   Interference variables impact ............................................ 42   5.2.3    Additional variables impact ............................................... 42   5.3   Discussion of method .................................................................. 42   5.4   Research implications ................................................................. 42   5.4.1   Effort Exceptancy .............................................................. 42   5.4.2   Social Influence ................................................................ 42   5.5   Suggestions for further research ................................................. 43   5.5.1   Use random samplying to collect data .............................. 43   5.5.2   Use a mixed logic to classify population ........................... 43   5.5.3   Explore additional variables in UTAUT model .................. 43   5.5.4   Extend to other third-part online payment agency ............ 43   6   Conclusion .......................................................................... 44   7 List of references .................................................................. 45   Appendix ..................................................................................... I    Appendix 1: Background questions to Alipay ’ s customer service .......... I    Appendix 2. Questionnaire related to proposed research model ............. II    Appendix 3. Measurement scales for questionnaire ............................... III    Appendix 4. Questionnaire....................................................................... V    Appendix 5. Summary of measurement scales ....................................... IX  
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