現今社會的網絡應用中，互聯網的使用者變多，還有團購行為及社群應用等網路促銷的興起，快速改變了人們的消費習慣。但是網路消費相較實體購物的不確定性仍高，網站規模大小不一，駭客攻擊、個資遭竊等，使得整體網路安全環境受到大家的關注。最重要的是網上購物糾紛的案件。本研究針對消費者購物行為了解消費者網上支付模式接受程度。
本研究採用便利抽樣法以一般消費大眾為問卷發放對象，並採紙本問卷發放，扣除無效問卷後，經由SPSS統計軟體進行分析驗證。研究結果顯示:(一)計畫行為理論對消費者購買商品使用第三方支付的意願有正向的顯著影響(二) 知覺價值對消費者購買商品使用第三方支付的意願有正向的顯著影響，這些結論可供網站經營者相關的管理與建議。
Amongst the latest network applications, the popularity of Internet, the group buy-ing and Internet community forming have changed how people consume. The uncer-tainty associated with online commerce, in comparison to that with the traditional one, remains high due to the information security concerns, hacker attacks, and unknown in-formation on the vendors. This, in turn, promotes public awareness on network envi-ronment security as a whole. The most critical uncertainty is complaints. This paper fo-cused on the consumer behaviors to gain detail understanding on the acceptance of var-ious online payment methods.
The general public consumer paper questionnaires were issued, and used a conven-ience sampling method. After deduct of ineffective questionnaires, The results are as follows: (1). Theory of planned behavior has a positive impact on customers who use willingness of third parties while purchasing.(2). Perceived value has positive impact on customers who use willingness of third parties while purchasing, it’s findings and con-clusions shall be deemed useful to web store managers and e-commerce management.
