Perceived Critical Mass Effect On Third Party Payment Accetpance

As China's rapid development of Internet and e-commerce, third-party payment has become the era of network economy inevitable trend of development and choice. The data show that the size of China's third-party payment market transactions has achieved to 130.77 billion yuan in the second quarter of 2009. However, compared with China's internet and e-commerce demand for online payment, the third-party payment is still an extremely large space for development. According to the survey show that there is still much a part of the people have not used third-party payments, in addition to technical security, user-friendliness reasons, do still exist other social and psychological factors, that having a significant impact on consumer's intention to use third-party payments.Based on the literture, this study combines the theory of reasoned action and the innovation diffusion theory, and from the consumer's perceived critical mass view, studies the consumer perception of critical mass impact and intent to use third-party payment and third-party payment charateristics. There are 250 copies of valid questionnaires for the study, and applies the SPSS software to deal with these data. Besides, the author choose the Alipay for the case studies. The main conclusions:First, in the diffusion of the third-party payment, consumer's perceived critical mass not only having an indirect impact, but also having a direct impact on the intention of using third-party payment.Second, there is a significant corrlations between consumer's perceived critical mass and innovation features, and get the regression equation. Thus confirms that consumer's perceived critical mass has a significant impact on innovation features.Third, there is a significant corrlations between the innovation characterristics of third-party payment and its use attitude, and has a significant influence on the attitude of its use.Fourth, by Alipay case studies, this study finds that the growth number of Alipay users exists a critical mass, which further confirms the research model, And provides some strategies to third-party payment companies.