ADOPTION OF ALIPAY MOBILE PAYMENT IN KUALA LUMPUR, AN APPLICATION OF THE UTAUT MODEL
Keywords:
Alipay, Mobile Payment, UTAUT, Kuala LumpurAbstract
With the continuous development of Internet technology and smart phones, mobile payment has become a new form of financial service, providing a new marketing model for the traditional payment industry. In recent years, research on the mobile payment industry has also received increasing attention from the academic community. However, there are not many studies on Alipay user behavior, and most of the existing studies are perceived by only one user. Therefore, this study examines the influencing factors of Alipay users' using behaviors from the perspective of the influencing factors of using behaviors. The study started with user behavior and explored usage intent. Use UTAUT model's expected performance, effort performance, social influence and convenience conditions to influence usage intentions; in order to help Alipay clearly distinguish all types of users, develop effective targeted marketing strategies.
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