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Title:
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BUYERS MINDSET ABOUT ONLINE PURCHASE AND AUCTION, AND ITS EFFECT ON PAYMENT CHOICE |
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Author(s):
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Wee Kheng Tan , Yung Lun Chung |
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ISBN:
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978-972-8924-89-8 |
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Editors:
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Sandeep Krishnamurthy |
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Year:
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2009 |
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Edition:
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Single |
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Keywords:
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e-Purchase, e-Auction, Payment Method, AHP Method. |
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Type:
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Full Paper |
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First Page:
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139 |
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Last Page:
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146 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Payment is an inborn part in any e-transaction. Accompanied with any e-transaction is the idea of risk. This risk is more
prevalent in e-auction than e-purchasing because for the former, the transaction parties are individuals and e-auction
fraud is often being heard of. Different payment methods are in used or developed to address such fear. Cash, credit card
and ATM transfer are some of the payment method used by online buyers. Another major trend is the intertwining of
cash and material flow, usually with payment being made at the same place and time the buyer gets the product. This
research uses two types of online shopping, e-purchase (B2C) and e-auction (C2C) as the subjects of investigation. A set
of criteria is also derived to account for the fact that buyers will consider many criteria to reach a decision on using which
payment method. Since no single criteria can adequately explain the choice of buyers, Analytical Hierarchy Process
(AHP) method is used for analysis. This research shows that buyers decision on the method of payment is a multicriteria
consideration and the relative importance of the criteria reflects the nature of the transaction. From the buyers
perspective, making payment always involve the risk of not receiving the product or the product is not as expected.
Furthermore, the risk associated with online auction is more than online purchasing. As a result, buyers hope to lower the
risk of the transaction by choosing payment method that safeguards their interest. Hence, risk-related criteria such as
secure payment method and products price level are top on the list of importance and such consideration is regardless of
the nature of transaction. However, such concern is moderated if the payment method is already widely used by buyers. |
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