中介服务定价的理论基础：以移动支付为例【外文翻译】

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1、外文翻译Theoreticalfoundationsinthepricingofintermediatingservices:ThecaseofpaymentsviamobilephonesMaterialSource:UniversityofExeter,BusinessSchool,UKAuthor:IreneC.L.Ng,NickK.T.YipABSTRACT:Intermediatingservicesarerelativelynewinresearch.Thisstudyexploreshowconsumersmaydete

2、rminethevalueofintermediatingservicesandtheextentonwillingnesstopay.Weinvestigateamobilepaymenttechnologythatintermediatespaymentsfacilitatedbyatelecommunicationcompanyandabank.Weshowthataderivedeffectmaypersuadeconsumerstopayhigherfortheintermediatingservicewhentheitem

3、spurchasedhaveahighersurplustojustifytheconsumptionoftheservice.Ourstudyalsoshowsthatmoneyhaspolarity,inthatmoneythatis‘owned’bytheindividualisvieweddifferentlyfrommoney‘notowned’.Keywords:intermediatingservices;pricing;mobilepaymentsystems.1INTRODUCTIONThisarticleisast

4、udyofacomplexintermediatingservice–amobilepaymenttechnologyandthefactorsthatcouldinfluencethepricingofsuchaservice.Thetechnologyintermediatesbetweenapayerandapayeewherebythepayments,whethercommercialorotherwise,arefacilitatedbyboththetelecommunicationcompany(byinitiatin

5、gpaymentthroughacellphone)andthebank(bytransferringthefundsbetweenthepayer’saccountandpayee’saccountaftertheinitiation).Themobilepaymentserviceallowscustomerstopayfortheirpurchasesusingtheirmobilephones.Thephonesareregisteredwiththeirbanks,therebyenablinghighsecuritytra

6、nsferoffundsfromthepayer’sbank(orcreditcardaccount)tothepayee’sbankaccountbywayofafewkeypressesonthephone.Thisformofpaymentdiffersfromdebitandcreditcardsinsofarasthecostofthetransactionisbornepartlybythecustomer.Moreover,insomepartsofSouthEastAsia,debitcardsarenotcommon

7、paymentinstrumentsandthisformofmobilepaymentcanfunctionasanalternative.Thisstudyisimportantasitisunclearhowconsumersvalueintermediatingservicesandtothebestofourknowledge,thishasnotbeeninvestigatedbefore.Hence,thisstudyaimstobringsomeinsightsintothephenomenonbyconducting

8、anexploratorystudyofacomplexintermediatingservice–amobilepaymenttechnologywiththeaimofdiscoveringitstheoretica