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本文以台湾和内地网络购物消费者作为研究对象,从网络消费者满意度、科技接受模型和知觉风险三个方面探讨两岸消费者在付款方式选择上的偏好,通过对数据进行描述性统计分析、信度分析、变异数分析及回归分析,比较两岸消费者的差异,建议内地应加强网络交易平台建设与现行的法律法规中保护消费者网络隐私内容的接轨;而台湾应加强网络安全机制,降低消费者的不信任感,为消费者提供更好的付款环境。
In this paper, the online shopping consumers in Taiwan and the Mainland are taken as the research object, the preferences of cross-Strait consumers on the choice of payment methods are discussed from three aspects: online consumer satisfaction, technology acceptance model and perceived risk. Through descriptive statistical analysis of the data, Reliability analysis, analysis of variance and regression analysis to compare the differences between consumers across the Strait, suggesting that the mainland should strengthen the construction of online trading platform and the current laws and regulations to protect the privacy of consumers content convergence; and Taiwan should strengthen the network security mechanisms to reduce Consumers do not trust, to provide consumers with a better payment environment.