Consumer Perceived Risk and E-trust for Online Payments Based on ETAM in China

摘要

Online payment plays an important role in the electronic payment system and E-commerce. Based on Technology Acceptance Model (TAM),this paper first integrates Theory of Reasoned Action (TRA) and Theory of Planned Behavior(TPB) with trust of online payment and multidimensional perceived risk factors, then constructs Extended Technology Acceptance Model (ETAM),and test it by using 883 samples from Shanghai and Macao. The results show that e-trust and multidimensional perceived risks are two key factors for consumers to decide whether using online payment and giving positive remarks,in which perceived risks,perceived security risk and private risk are most significant and the impact of perceived ease of use on consumers' online decision is becoming weakly; online payment behavior of Shanghai and Macao consumers is deeply influenced by traditional cultures,particularly,Macao consumers remains depend on traditional trust culture and online trust is the key factor for Macao consumers to choose online payment