The Empirical Study Of Risk With Third Party Payment Under C2C Mode

With the rapid development of Internet, e-commerce has become a fashion in modern society, more and more consumer participation in online shopping. However, due to a serious online shopping information asymmetry, transaction security can not guarantee, making the online shopping consumer perceived much higher risk than the traditional way of shopping. The third party payment, as a means of payment and credit intermediary, its appearance has greatly improved the online trading environment. Compared with the traditional means of payment, third party payment owned the features of protecting transaction security, economy and convenience, it plays an important role on reducing perceived risk.In this study, based on previous studies, standing on the third party payments companies'perspective, the perceived risk theory is applied to third party payment companies, investigating what factors of third party payment methods exist will decreases the perceived risk, and the relative influence on the perceived risk. This will give the third party payment companies suggestions to improve marketing programs to promote online shopping offers.In this paper, based on the literature review,we constructed a third party payment model of perceived risks, and use SPSS17.0 on empirical data analysis. The results showed that: the user's experience and familiarity with the third party payment has significantly negative correlation with the psychological risks, services risk and privacy risk; the security services of third party payment has a significant negative correlation relations with psychological risks and privacy risks; the image of third party payment has significant negative correlation with privacy risk. We study also found the body of different sex has different impact on physical risk, psychological risk, privacy risk and service risk, and women's perception of these risks were significantly higher than men.According to the results of empirical research, we can give certain suggestions to the third party payment corporate. Hoping that the third party payment can use these to strengthen themselves. Firstly, emphasize the education of the third party payment so that consumers can have a deep understanding of the third party payment's characteristics and performance; Secondly, optimize third party payment's visual effects to improve brand reputation; The third, increased security measures to improve the security pledge; Lastly, the third party payment should connect with shopping net to increase the possibility of shopping on net. The third party payment industry is gradually flourished, but the relevant theory remained scant. Hoping that this paper can make some contribute to the third party payment companies for developing the suitable marketing strategy. Considering lack of time and capacity constraints, this research still has many shortcomings,and need to be improved by follow-up scholars'research.