AHP기법을 적용한 중국 전자상거래 지급결제 속성요인의 가중치 측정: 모바일 간편결제를 중심으로

Purpose – Along with the expansion of China's e-commerce market, the fintech-based mobile simple payment market is also growing rapidly. Therefore, it is of great significance to measure which attribute factors are importantly recognized for mobile simple payment. We tried to clarify the weight and necessity of China's mobile simple payment attribute factors. Design/Methodology/Approach – For research purposes, attribute factors to be evaluated were set through a review of related literature. The factors are composed of upper and lower layers by applying the AHP technique. Afterwards, interviews were conducted and analyzed. Findings – Simple payment service quality was selected as the most important factor in the upper layer, reliability was selected as the overwhelming important factor in the overall importance ranking of the lower layer, and security, ease of use, and safety of the transaction process were ranked high. Research Implications – A quantitative analysis method was attempted for the qualitative attribute factors of mobile simple payment. The analysis results identify the perception of mobile simple payment, identifying the weight of attribute factors suggests practical meaning that can affect the decision-making of related companies. In addition, academic discussions have matured for the continuous development of the e-commerce market due to the development of fintech-based mobile simple payments.