중국 제3자 결제 서비스의 전환의도에 관한 연구: 알리페이를 대상으로

The Internet and e-commerce in China are developing rapidly. Third-party payments play a very important role in the e-commerce process. China's online retail market has expanded rapidly, and so has the third-party payment market. In 2012, the size of China’s third-party payment market increased by 200 percent compared to 2009 (12.9 trillion yuan). Among them, the portion of payment approval agencies and online payments accounted for 68.7 percent and 28.3 percent, respectively, accounting for 97 percent of the total. The independent variables of this study are emotional commitment, perceived usefulness, service quality and social impact. The mediate variables are switching costs and innovation resistance. The dependent variable is the intention of switch. This study was conducted to identify the relationship between the variables. The study results are summarized as follows. Emotional commitment of existing payment system services has had a negative impact on the intention of switch. The perceived usefulness of existing payment services has had a negative impact on the intent to switch. Quality of service had a positive effect on the intent to switch. Social impact has had a positive effect on the intent of switch. Switching costs had a positive effect on the intention of switch. Social impact has had a positive effect on the intent of switch. All the moderating effects were rejected.