Abstract

One of the most crucial tasks for a third-party payment platform is to gain consumers’ trust to attract consumers. In previous studies, trust has been investigated in psychology, sociology, economics and many other fields. Although the third-party payment has dramatically changed human’s daily life, few empirical research has been performed to identify consumers’ trust towards a financial transaction platform. The high practical relevance and dearth of research indicate the importance of the present study. This study aims to extend Commitment-Trust theory and social network theory to propose a research model that incorporates context-specific variables as enhancing constructs to predict individuals’ trust and adoption intentions towards third-party payment platforms. To test the model, structural equation modelling is employed to analyze data collected from respondents six cities of China. The findings of this research provide managers with effective methods to promote behavior intention about Alipay and other third-party payment platforms.

Download

Share

COinS