第三方支付與網站形象對消費者信任、知覺風險和購買意願的影響

The Influence of Third-Party Payment and Website Image on Consumers' Trust, Perceived Risk and Purchase Intention

李奇勳(Chi-Hsun Lee)；陳俞方(Yu-Fang Chen)；李明親(Ming-Chin Li)；張庭菀(Ting-Wan Chang)；許尚雯(Shang-Wen Xu)

第三方支付 ； 網站形象 ； 信任 ； 知覺風險 ； 購買意願 ； third-party payment ； website image ； trust ； perceived risk ； purchase intention

資訊管理學報

27卷4期（2020 / 10 / 31）

377 - 414

繁體中文

雖然線上購物正蓬勃發展，但因無法面對面交易，在資訊不對稱下，加深消費者的不信任感，導致網路交易的糾紛時有所聞，也令某些人卻步。本文針對網路購物者最在意的信任和安全兩因素，探討剛引進國內的第三方支付機制以及購物網站的形象，能否贏得消費者的信任、降低知覺風險並提升其購買意願。以期能為競爭激烈的電子商務市場提供有用的建言。本研究以實驗設計的方式，操弄第三方支付（有／無）及網站形象（高／低），透過網路進行資料收集，總共得到690份問卷。研究結果發現：第三方支付和網站形象都能提升消費者的信任、降低購買風險，並促進購買意願。也發現：新設立尚未建立形象的購物網站，藉由第三方支付機制的提供，可以明顯提升消費者的信任感和購買意願。另外也發現第三方支付提升信任的效果，男性高於女性，但此效果並沒有受到年齡和網購經驗的干擾。顯見購物網站業者必須導入第三方支付機制並建立網站形象，才能得到消費者的信賴；賣家則必須選擇到形象好、有提供第三方支付機制的網站去開店，才能贏得消費者的青睞。本研究的結果可以提供購物網站平台業者和賣家作為擬定經營管理策略的參考。

Purpose - This article, aiming at the factors of trust and security that online shoppers care about the most, discusses the role of the third-party payment mechanism and the image of shopping websites playing on winning the consumers' trust, reducing perceived risk and thus increasing purchase intention to provide useful suggestions for the highly competitive e-commerce market. Design/methodology/approach - This study, applying experimental designs, manipulated the third-party payment (with/without) and website image (high/low) and designed four conditions. Through online questionnaires, consumers with online shopping experience were invited to randomly join one of the four conditions to answer the questionnaire. A total of 690 valid questionnaires were collected, and then hierarchical regression was used to analyze the data. Findings - The study shows that both the third-party payment and website image drive the consumer trust, reduce perceived risk, and promote purchase intention. It also suggests that by using the third-party payment mechanisms, a newly-established shopping website may significantly increase consumers' trust and purchase intention. Additionally, the result reveals that the effect of third-party payment on enhancing trust for males is higher than that of females. However, this effect is not affected by age and online shopping experience. Research limitations/implications - This study manipulates the third-party payment and website image to collects data by means of field experiment. The subjects are inevitably disturbed by external factors; therefore, a survey approach is recommended for the follow-up research to collect relevant information. Practical implications - The study suggests that applying a third-party payment mechanism and creating a website image were an indispensable mission for shopping website operators. A newly-established shopping website should positively adopt a third-party payment mechanism to enhance consumers' trust and purchase intention. Online sellers should open a store on a website equipped with a good image and a third-party payment mechanism to gain consumers' favor. Regarding online consumers, they should choose a website with a good image and a third-party payment mechanism to protect their own rights. Originality/value - This study discusses the newly-introduced third-party payment mechanism and the image of shopping websites. The results recommend that a newly-built website which adopts a third-party payment mechanism may activate consumers' trust and purchase intention through the trust transfer. The results provide valuable references for shopping website operators, online sellers and consumers.

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