隨著台灣電子商務產業蓬勃發展，不但為消費者帶來購物之便利性並且帶動經濟成長，根據資策會之統計報告指出，該產業將有望於西元2015年成為台灣下一個兆元產業。另一方面，近年來台灣詐騙事件層出不窮，內政部警政署統計顯示「網路購物與拍賣」於十大詐騙方式中位居第二、損失金額亦高居第三，此現象將成為推動電商產業之最大障礙。因此，行政院於西元2012年十二月起，積極推動第三方支付產業，並期能強化消費者之信賴、刺激電子商務發展。
本研究之主要研究目的為探討引入第三方支付產業是否能有效帶動電子商務之發展，將透過問卷調查之方式，針對曾使用過第三方支付服務之消費者感受及其使用經驗進行分析。但礙於台灣第三方支付服務引入周期較短，較難取得切合本研究目的之樣本，因此，本研究選擇電子商務產業發展亦相當迅速之中國為研究市場，並以曾使用過該國最具代表性之阿里巴巴集團（淘寶、天貓、支付寶等）之消費者為研究對象，有效樣本共計回收350份，問卷有效率為98.31%。
研究結果顯示，降低消費者之知覺風險能有效提升其於網路平台購物之意願，特別是降低財務風險之部分。此外，本研究亦發現代理問題於知覺風險及購買意願間具有完全中介效果，表示引入第三方支付服務能成功消弭知覺風險之影響，更進一步發現，該影響以降低「資訊不對稱性」與提升「資訊安全」最具顯著效果，表示第三方支付服務之導入的確能藉由減少買賣雙方之購物資訊不對稱性及改善資訊安全機制，進而提升消費者之購買意願。
最後，本研究仍透過集群分析及人口統計資料將樣本進行分類，嘗試檢驗群與群間之顯著差異，並針對不同群體提出發展策略與建議。

The flourish of E-commerce, which is predicted to be the next trillion-dollar industry in Taiwan, brings with it convenience for consumers, but also derives the potential for fraud. In order to solve this phenomenon, Taiwan’s Executive Yuan has actively promoted third-party payments since the end of 2012, and as a result there are several institutions permitted to undertake this business.
The main purpose of this study is to determine the influence of agency problem, perceived risk, and purchase intention under third-party payment services, using questionnaires for those who have shopped using the Alibaba group - including Taobao.com and Tmall.com - and used Alipay. We use the 350 samples collected to test the hypotheses using several statistical methods such as the mediation effect and regression.
The results show that a reduction of perceived risk - especially in the financial concept - can increase purchase intention, and the agency problem is a complete mediator between perceived risk and purchase intention; that is, introducing a third-party payment service can help to eliminate risk perceived by consumers and to promote online shopping by decreasing information asymmetry and increasing information security.
In conclusion, we still find that there are significant differences in different groups which are separated by the cluster analysis and the population statistics from our questionnaire. We also make different suggestions for each group, especially regarding “spending habits”.

摘要 ii
ABSTRACT iii
I. INTRODUCTION 1
1.1 Background Information and Motivation 1
1.2 Research Purpose 3
1.3 Limitations of Research 3
1.4 Research Structure 4
1.5 Research Process 5
II. LITERATURE REVIEW 6
2.1 Third-party Payment 6
2.2 Agency Problem 9
2.3 Perceived Risk 15
2.4 Purchase Intention 21
2.5 Alibaba Group 22
III. METHODOLOGY 24
3.1 Methodology Structure 24
3.2 Hypothesis 25
3.3 Variables Definition 28
3.4 Questionnaire Design 31
3.5 Data Collection and Analysis 36
IV. EMPIRICAL RESULTS 41
4.1 Descriptive Statistics 41
4.2 Reliability and Validity 46
4.3 Cluster Analysis 51
4.4 Independent-Samples t Test 55
4.5 Analysis of Variance 59
4.6 Discussion on Off-Ali shopper 67
4.7 Hypothesis Verification 68
4.8 Summary 75
V. CONCLUSION 77
5.1 Conclusion 77
5.2 Research Contributions and Practical Implications 78
5.3 Suggestions for future research 80
VI. REFERENCES 81

Thesis:
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Publications:
Kuan, C. M., 2013, “Internet third-party payments: a boost for e-commerce.” Taiwan New Economy Newsletter, Center for Economic Deregulation and Innovation, CEPD, Executive Yuan, No. 152.
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Websites:
Alibaba Group Official Website:
http://www.alibabagroup.com/en/global/home
Company Operation Item Code Table Index System, Ministry of economic affairs, R. O. C.: http://gcis.nat.gov.tw/cod/doc-cgi/qd_fdr.exe
E-book, 2013, December, No. 23, Ministry of economic affairs, R. O. C.:
http://gcis.nat.gov.tw/ebook/pdf/20131205.pdf
Reports about China’s internet industry, iResearch:
http://www.iresearch.com.cn