With the convenience and various benefits, Alipay is deeply rooted in the everyday life of consumers due to its simple payment function and other functions including an financial investment (fund investment) function, an offline payment function, a Hongbao (gift) function, a reservation function, an...
With the convenience and various benefits, Alipay is deeply rooted in the everyday life of consumers due to its simple payment function and other functions including an financial investment (fund investment) function, an offline payment function, a Hongbao (gift) function, a reservation function, an apartment management payment function, etc. This study tried to investigated factors affecting an intention to continue to use Alipay in multi-faceted aspects. In other words, this study attempted to examine the understanding and cash payment preference in terms of Alipay settlement service, the awareness of the attributes (characteristics) of Alipay payment service, and an effect on an intent to continue to use Alipay payment service by an subjective evaluation in terms of an influence of Alipay settlement service on an unreasonable purchasing behavior.
For this, an online survey of Chinese consumers using the Alipay payment service for offline payments was conducted. The online survey was performed for a total of 15 days from July 12, 2017 to July 27, 2017. A total of 682 copies were returned. Of these, 600 valid questionnaires were used for the final analysis.
The main results are as follows. First, the frequency of using Alipay showed a higher percentage over half in the sum of the percentage (44.3%) of respondents in the questionnaire item 'I use Alipay more frequently than cash for purchase and the percentage (26.8%) of respondents in the questionnaire item ‘I use AliPay for every purchase.' This suggests that the first factor to consider when selecting a simple payment service is simplicity and safety. Second, the understanding level of Alipay turned out 3.89 points of 5 – points Likert scale, a little below the ’Yes’ (4 points). The lowest points (3.63 points) were in the questionnaire item ‘When paying using Alipay, I myself choose a credit card, a check card, or cash.’ In addition, the understanding level of Alipay was lower in small city residents and the unmarried group, including females; people of high age, low educational level, and service industry; and students than other groups.
Third, the preference for cash settlement of Chinese consumer using Alipay was 2.66 points of 5 - points Likert scale, slightly above the middle of 'Not so bad' (2 points) and 'Normal' (3 points). The preference for cash settlement was found to be higher in small city residents and the unmarried group, including females; people of high age, low educational level, and service industry; and students than other groups.
Fourth, in an aspect of simplicity of the attributes for AliPay, Chinese consumers are highly aware of the aspect of simplicity but felt that the benefits offered by Alipay are small. Therefore, in order to increase the use of Alipay, it is necessary to provide more various benefits than now.
Fifth, the analysis of Chinese consumers’ subjective evaluation of the effects on unreasonable consumption behaviors, such as impulsive purchase, over-consumption, conspicious consumption, and imitation consumption showed 2.92 points in the questionnaire item ‘Alipay is influencing the cause of impulse buying,’ 2.59 points in the questionnaire item ‘Alipay is influencing the cause of over consumption, 2.41 points in the questionnaire item ’Alipay is influencing the cause of conspicious consumption, and 2.49 points in the questionnaire item ’Alipay is influencing the cause of imitation consumption.
Sixth, the hierarchical regression analysis to identify influencing factors on the willingness to continue to use Alipay showed that the higher the level of education is, the better understanding of Alipay they have, the more they prefer cash settlement, the simpler and more productive of Alipay they think, the less the tendency to think that Alipay is affecting overcon sumption they are, and the greater the tendency to influence imitation consumption they are, the higher the level of intention to use Alipay it is.
With the convenience and various benefits, Alipay is deeply rooted in the everyday life of consumers due to its simple payment function and other functions including an financial investment (fund investment) function, an offline payment function, a Hongbao (gift) function, a reservation function, an apartment management payment function, etc. This study tried to investigated factors affecting an intention to continue to use Alipay in multi-faceted aspects. In other words, this study attempted to examine the understanding and cash payment preference in terms of Alipay settlement service, the awareness of the attributes (characteristics) of Alipay payment service, and an effect on an intent to continue to use Alipay payment service by an subjective evaluation in terms of an influence of Alipay settlement service on an unreasonable purchasing behavior.
For this, an online survey of Chinese consumers using the Alipay payment service for offline payments was conducted. The online survey was performed for a total of 15 days from July 12, 2017 to July 27, 2017. A total of 682 copies were returned. Of these, 600 valid questionnaires were used for the final analysis.
The main results are as follows. First, the frequency of using Alipay showed a higher percentage over half in the sum of the percentage (44.3%) of respondents in the questionnaire item 'I use Alipay more frequently than cash for purchase and the percentage (26.8%) of respondents in the questionnaire item ‘I use AliPay for every purchase.' This suggests that the first factor to consider when selecting a simple payment service is simplicity and safety. Second, the understanding level of Alipay turned out 3.89 points of 5 – points Likert scale, a little below the ’Yes’ (4 points). The lowest points (3.63 points) were in the questionnaire item ‘When paying using Alipay, I myself choose a credit card, a check card, or cash.’ In addition, the understanding level of Alipay was lower in small city residents and the unmarried group, including females; people of high age, low educational level, and service industry; and students than other groups.
Third, the preference for cash settlement of Chinese consumer using Alipay was 2.66 points of 5 - points Likert scale, slightly above the middle of 'Not so bad' (2 points) and 'Normal' (3 points). The preference for cash settlement was found to be higher in small city residents and the unmarried group, including females; people of high age, low educational level, and service industry; and students than other groups.
Fourth, in an aspect of simplicity of the attributes for AliPay, Chinese consumers are highly aware of the aspect of simplicity but felt that the benefits offered by Alipay are small. Therefore, in order to increase the use of Alipay, it is necessary to provide more various benefits than now.
Fifth, the analysis of Chinese consumers’ subjective evaluation of the effects on unreasonable consumption behaviors, such as impulsive purchase, over-consumption, conspicious consumption, and imitation consumption showed 2.92 points in the questionnaire item ‘Alipay is influencing the cause of impulse buying,’ 2.59 points in the questionnaire item ‘Alipay is influencing the cause of over consumption, 2.41 points in the questionnaire item ’Alipay is influencing the cause of conspicious consumption, and 2.49 points in the questionnaire item ’Alipay is influencing the cause of imitation consumption.
Sixth, the hierarchical regression analysis to identify influencing factors on the willingness to continue to use Alipay showed that the higher the level of education is, the better understanding of Alipay they have, the more they prefer cash settlement, the simpler and more productive of Alipay they think, the less the tendency to think that Alipay is affecting overcon sumption they are, and the greater the tendency to influence imitation consumption they are, the higher the level of intention to use Alipay it is.
Keyword
#Simple Payment Service Alipay payment service Chinese consumers Cash payment preference
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