중국 전자상거래 소비자의 알리페이 사용 용이성과 유용성에 관한 연구

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.