Title: The intermediate effects of third-party payment platform in China

Authors: Weilun Huang; Xiaozhen Dai

Addresses: School of Finance and International Trade, Wenzhou Business College, Chashan Advanced Education Park, Ouhai District, Wenzhou City, Zhejiang Province, China ' School of Management, Wenzhou Business College, Chashan Advanced Education Park, Ouhai District, Wenzhou City, Zhejiang Province, China

Abstract: The purpose of this paper is to discuss the consumer behaviour of third-party payment (TPP) in China, and the intermediate effects for the quality variables of TPP platform, which are its platform conveniences, applications conveniences, and social networks, from consumers' perceived values and risks of TPP to the consumer TPP behaviour. Furthermore, this paper tries to analyse the moderated effects of people's gender, age and monthly income on their TPP behaviour and the above intermediate effects. According to the results of a questionnaire survey in China and their statistical analysis, respondents' TPP behaviour variables are their average TPP frequency is three times a day, and their average TPP amount is RMB 1,664 a month. It is found that the intermediate effects for the quality variables of TPP platform are significant. What is more, it is proven that the gender, age, and monthly income of people would moderate their TPP behaviour and the intermediate effects for the application conveniences and social networks of TPP platform.

Keywords: third-party payment; TPP; platform convenience; application conveniences; social networks.

DOI: 10.1504/IJMOM.2019.103037

International Journal of Modelling in Operations Management, 2019 Vol.7 No.3, pp.211 - 226

Received: 22 Jan 2019
Accepted: 22 Apr 2019
Published online: 14 Oct 2019 *

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