THE CUSTOMER SATISFACTION TOWARDS ALIPAY IN SHANGHAI, CHINA

Abstract

The global market is going through an evolution in terms of how people interact with each other economically. Currently, millions of taxis accept Alipay across China and overseas, and there are so many other functions from booking movies tickets; food deliveries to paying utilities; transferring money on the go and many more. In a Business to Customer (B2C) transaction, customers’ perception of the risk of third-party payment will influence users’ satisfaction of Alipay. Thus, in such a complex environment, e-payment companies like Alipay need to pay special attention to improve consumer satisfaction. Based on the revised Technology Acceptance Model (TAM), the objective of this study is focus on examining the influence of trust, perceived ease of use, e-service quality and perceived usefulness to the overall of Alipay users’ satisfaction. Using an online survey, data is collected from 250 Alipay users in Shanghai, China and analysed using SPSS. The findings concluded that the overall satisfaction of Alipay users were positively influenced by all the variables with perceived usefulness and trust having the strongest influence. Therefore, e-payment providers such as Alipay need to improve the practicality and innovate on their functions while ensuring high security for all their users.