DBPIA-NURIMEDIA

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1 The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing dem and for Alipay due to its simplicity an d Korean wave. The present study int ends to investigate how the factors of Alipay payment service affect satis faction and intention of continuous us e when Chinese customers use it. To achieve the goal, this researcher expl ored the adoption process of Chinese customers in Alipay using individual differences and social differences as independent variables, perceived eas e of use and perceived usefulness as mediators, and satisfaction and intent ion of continuous use as dependent variables. Chinese customers who ever used Al ipay were targeted for the data collec tion. According to the data analysis, two factors (individual differences an d social differences) were found to aff ect satisfaction and intention of conti nuous use through perceived ease of use and perceived usefulness. Also, the result shows that the Technology Acceptance Model is a useful metho d to explain Chinese customer behav ior to use Alipay as a payment tool. Theoretical and practical implications will be discussed in the manuscript. [CONTENTS] ABSTRACT Ⅰ. Introduction Ⅱ. Literature Review Ⅲ. Research Model and Methodology Ⅳ. Empirical Analysis Result Ⅴ. Conclusion References 국문초록 [Key Words] Mobile Payment, Alipay, TAM, User Satisfaction, Continuous Use Intention The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea Ji Hye Kim* / Kyung Doo Nam** / Dong Chun Kim*** *** Graduate Program, Dept. of International Trade, KonKuk University (First Author, sfstfs2056@naver.com) *** Professor, Dept. of International Trade, KonKuk University (Corresponding Author, tednam@konkuk.ac.kr) *** Doctoral Program, Dept. of International Trade, Konkook University (Co-Author, dubu16@naver.com) Ⅰ. Introduction 237

2 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea Ⅱ. Literature Review 1. Alipay Payment Method and Market Trend 1) 중국의제 3 자모바일결제서비스 [Figure 1] China Third-party Mobile Payment GMV The e-business Studies ; 17(6) : ,

3 [Figure 2] China Third-party Mobile Payment Market Share in 3rd Quarter ) 알리페이시장동향 239

4 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea 3) Alipay의국내시장동향 2. 선행연구 1) Alipay 결제서비스사용자특성요인 <Table 1> The Status between Alipay and Domestic Firms Affiliated company Detail Date 240 The e-business Studies ; 17(6) : ,

5 2) Alipay 결제서비스사회적특성요인 241

6 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea Ⅲ. Research Model and Methodology 1. Research Model [Figure 3] Research Model 242 The e-business Studies ; 17(6) : ,

7 2. Research Hypotheses 1) Alipay 결제서비스의사용자특성에대한가설 2) Alipay 결제서비스의사회적특성에대한가설 3) Alipay 결제서비스환경에서지각된용이성에대한가설 243

8 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea 4) Alipay 결제서비스환경에서지각된유용성에대한가설 5) Alipay 결제서비스사용에대한만족도에대한가설 244 The e-business Studies ; 17(6) : ,

9 3. Research Methodology Ⅳ. Empirical Analysis Results 1. Reliability Analysis α 2. The Relationship between Alipay Characteristic Factors and Perceived Ease of Use 245

10 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea 3. The Relationship between Alipay Characteristic Factors and Perceived Usefulness 4. The Relationship between Perceived Ease of Use and Perceived Usefulness <Table 1> The Result of Analysis for Perceived Ease of Use Hypothesis B SE B β t p value <Table 2> The Result of Analysis for Perceived Usefulness Hypothesis B SE B β t p value <Table 3> The Result of Analysis for Perceived Usefulness Ⅱ Hypothesis B SE B β t p value 246 The e-business Studies ; 17(6) : ,

11 5. The Relationship among Perceived Ease of Use, Perceived Usefulness, and Satisfaction 6. The Relationship between Satisfaction and Future Intention to Use Ⅴ. Conclusion <Table 4> The Result of Analysis for Satisfaction Hypothesis B SE B β t p value <Table 5> The Result of Analysis for Future Intention to Use Hypothesis B SE B β t p value 247

12 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea 248 The e-business Studies ; 17(6) : ,

13 References 249

14 The Use of Alipay on Chinese Consumers Purchasing Payment Method in Korea 250 The e-business Studies ; 17(6) : ,

15 국문초록 중국소비자의한국내상품구입결제방식으로서 Alipay 활용에관한연구 1) 251

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:275~289 Received: 2016/12/02, Accepted: 2016/12/22 Revised: 2016/12/20, Published: 2016/12/30 [ABSTRACT] SNS is used in various fields. Although