Contents

A STUDY ON RELATIONSHIP BETWEEN THIRD-PARTY

PAYMENT AND CONSUMER BEHAVIOR ............................................I 摘 要 ..........................................................................................................I ABSTRACT ................................................................................................ II CONTENTS ............................................................................................... IV

CHAPTER 1 INTRODUCTION ............................................................... 5

1.1BACKGROUND........................................................................................................... 5

1.2 OBJECTS AND SIGNIFICANCE .................................................................................... 5

1.3 METHODOLOGY ....................................................................................................... 6

1.4 STRUCTURE OF THE THESIS....................................................................................... 6

CHAPTER 2 LITERATURE REVIEW ................................................... 7

2.1 THE DEFINITION OF THE THIRD-PARTY PAYMENT ...................................................... 7

2.2 THE DEFINITION OF CONSUMER BEHAVIOR ............................................................ 10

2.3 RELATIONSHIP BETWEEN THE THIRD-PARTY PAYMENT AND CONSUMER BEHAVIOR . 11

CHAPTER 3 THE METHODOLOGY ................................................... 12

3.1 DESIGN AND STRUCTURE OF SURVEY ...................................................................... 12

3.2 DISTRIBUTION AND COLLECTION OF DATA ............................................................. 12

3.3 DATA ANALYSIS ...................................................................................................... 12

CHAPTER 4 DISCUSSION AND CONCLUSION ............................... 13

4.1 MAJOR CONCLUSION REACHED IN THIS THESIS ..................................................... 13

4.2 LIMITATIONS OF THIS RESEARCH AND SUGGESTION FOR FUTURE STUDIES ............ 13

BIBLIOGRAPHY ..................................................................................... 14

ACKNOWLEDGEMENTS ...................................................................... 15