중국 전자상거래 소비자의 알리페이 사용 용이성과 유용성에 관한 연구

• 영문명: An Assessment of Chinese E-commerce Consumers Ease of Use and Usefulness of Alipay Usage
• 발행기관: 한국무역연구원
• 저자명: 남경두(Kyung-Doo Nam) 김동춘(Dong-Chun Kim) 김지혜(Ji-Hye Kim)
• 간행물 정보: 『무역연구』제13권 제1호, 443~461쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.02.28

영문 초록

Recently, there is intention of Alipay and its use in Korea as increasing Chinese tourists due to the Korean wave and the simple payment service. This study investigates how perceived ease of use and usefulness among Chinese customers affect the quality of the Alipay payment service system. To achieve the purpose, this researcher explored Technology Acceptance Model proposed by Davis (1989) and IS Continuance Model by Bhattacherjee (2001) on the basis of the investigation performed a study. A survey using self-administered questionnaires was conducted on 233 Chinese customers who used the Alipay payment service. Results of this study indicated that two factors, specifically, usage convenience and responsiveness affected both perceived ease of use and perceived usefulness. Likewise, the Technology Acceptance Model of Davis (1989) is very useful in explaining Chinese customer behavior relative to the use of Alipay as a payment method in Korea. Theoretical, practical meanings and suggestions for future study were discussed in the paper.

목차

Alipay Payment Method; System Distinctive Factor; Technology Acceptance Model (TAM)