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Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay

Author

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  • Yongrok Choi

    (Department of International Trade, Inha University, Inharo100, Nam-gu, Incheon 402-751, Korea)

  • Lili Sun

    (Department of International Trade, Inha University, Inharo100, Nam-gu, Incheon 402-751, Korea)

Abstract

An anonymous transaction environment and the advantage of virtual property have resulted in trust playing an important role in the rapid growth of online shopping in China. To satisfy this trust issue, Alibaba (China) Co., Ltd. (Hangzhou, China) invented Alipay, the largest third-party online payment service. Using a structural equation model (SEM), this paper attempts to determine whether Alipay’s service quality factors are truly sustainable. The results indicate that only two of five factors—convenience and security—are significantly mediated by the sustainable performance of customer satisfaction as a mediator. The other three factors—usefulness, responsiveness and economy—were rejected for the role of customer satisfaction, even if they are accepted regarding the direct effect on reuse intention. This result implies that Chinese web companies need to make greater efforts not to ensure initial success, but instead to ensure sustainable performance.

Suggested Citation

  • Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:2:p:147-:d:63422
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    References listed on IDEAS

    as
    1. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
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    4. Yongrok Choi & Di Gao, 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing," Sustainability, MDPI, vol. 6(7), pages 1-17, June.
    5. Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
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    Cited by:

    1. Vimala Balakrishnan & Chin Lay Gan, 2023. "Going Cashless? Elucidating Predictors for Mobile Payment Users’ Readiness and Intention to Adopt," SAGE Open, , vol. 13(4), pages 21582440231, December.
    2. Yingying Zhang-Zhang & Sylvia Rohlfer & Jay Rajasekera, 2020. "An Eco-Systematic View of Cross-Sector Fintech: The Case of Alibaba and Tencent," Sustainability, MDPI, vol. 12(21), pages 1-25, October.
    3. Marvello Yang & Abdullah Al Mamun & Muhammad Mohiuddin & Noorshella Che Nawi & Noor Raihani Zainol, 2021. "Cashless Transactions: A Study on Intention and Adoption of e-Wallets," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    4. Yongrok Choi & Lige Zhang & Jahira Debbarma & Hyoungsuk Lee, 2021. "Sustainable Management of Online to Offline Delivery Apps for Consumers’ Reuse Intention: Focused on the Meituan Apps," Sustainability, MDPI, vol. 13(7), pages 1-14, March.
    5. Yongrok Choi & Do Quynh Mai, 2018. "The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-18, January.
    6. Zhunzhun Liu & Shenglin Ben & Ruidong Zhang, 2019. "Factors affecting consumers’ mobile payment behavior: a meta-analysis," Electronic Commerce Research, Springer, vol. 19(3), pages 575-601, September.
    7. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
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    9. Do-Hyung Park, 2019. "Virtuality Changes Consumer Preference: The Effect of Transaction Virtuality as Psychological Distance on Consumer Purchase Behavior," Sustainability, MDPI, vol. 11(23), pages 1-16, November.

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