Study On The The Impactof The Third Party To Peceived Risk Of Consumer

With the rapid development of information technology, electronic commerce have got a rapid popularity in China,more and more consumers choose online shopping.However, with the existence of such factors as asymmetric information,the consumers perceived more risk than traditional shopping. The third party payment platform,as the bridge between the the buyer and the seller, owned the features of protecting transaction security,economy and convenience,plays an important role on reducing perceived risk.In this study, tanding on the third party payments companies,the perceived risk theory is applied to third party payment companies,investigating what factors of third party payment 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 and promoting the development of electronic commerce.In this study,we constructed model of third party payment impact relation on perceived risks,and use SPSS17.0on empirical data analysis, through factor analysis,correlation analysis and regression analysis eventually come to the conclusion of the emprical analysis. Empirical analysis has concluded that:the useful performance of third party payment to reduce consumer’s perception of economic risk, performance risk, physical risk, social risk and psychological risk; the safety performance of third party payment to reduce consumer’s perception of economic risks, privacy risk and psychological risk; the user’s experience and familiarity with the third party payment can reduce consumers’ perception of economic risks and physical risks.Firstly, to further improve its role as a payment intermediary and credit intermediation; Secondly, the compangies should increase the technical level of research and design efforts, to ensure better safety of consumers in the payment process and prevent the information of consumers in this part of leakage losses; thirdly, the third party payment companies should increase consumer education for the product, so that consumers have a better understanding of the characteristics and performance of third-party payment. Third party payment industry developed rapidly,while its theory is lagged, through this study we hope it can give a useful contribution to a certain reference value for third party payment companies to develop the right marketing strategy.