Structural Model of Tendency to Use Online Payment Gateway in Online Shopping and Customer Knowledge Management (Case Study: Pasargad Bank)

  •  Yazdan Jafarian    
  •  Farshid Abdi    


Tendency to use online payment gateway in online is influenced by individual characteristics such as risk-taking, internet knowledge, online payment knowledge and risk of customer knowledge management tools used in payment gateway and in this study, these factors have been studied simultaneously in form of a model. In online payment, payment gateways are repeated contact point between service institutions such as banks and their customers that institutions can use this opportunity to attract new customers or increase royal customers. In addition to individual characteristics, customers are facing different tools of knowledge management such as shared databases, document repositories and work applications and these tools can have different effects on risk perception and their willingness to do online shopping using internet payment gateways. In this study, structural equation partial least squares statistical method was used. Also questionnaire was used to collect data in the given population, because customer’s members of the Pasargad bank were accustomed online shopping.

In summary, risk-taking has negative and significant impact on the risk is perceived of knowledge management tools and internet knowledge was not known as a factor which have a significant negative impact on the perceived risk, but the impact of internet knowledge on preference to use online payment and online payment rather tendency to use internet payment gateway in online shopping was positive and significant. Also, the perceived risk of customer knowledge management tools has negative and significant correlation with tendency to buy using online payment in online shopping by users. On the other hand, the final conclusions of the research carried out in more detail and also practical suggestions for increasing the effectiveness of managers to use knowledge management tools in the payment gateway are presented.

This work is licensed under a Creative Commons Attribution 4.0 License.