The influence of mobile payment on the satisfaction of Chinense tourists in Thailand: The case of Alipay.

Abstract

Nowadays, the explosive growth in internet usage and the rapid development of e-commerce, mobile payment has developed accordingly. Mobile payments have been highly accepted and widely used in China. The research studies the influence of mobile payment on the satisfaction of Chinese tourists in Thailand and take Alipay as the example. Alipay third-party mobile and online payment platform. It is the number one mobile payment organization in the world, which established in China. This research also aims to identify the factors affecting consumers’ mobile payment behavior and offer recommendations to improve the Alipay service in Thailand This research integrates Technology Acceptance Model (TAM) (Davis, 1989) and two extended models Unified theory of acceptance and use of technology (UTAUT) (Venkatesh et al., 2003) and TAM3 (Venkatesh & Bala, 2008), introduce some influencing factors and add several factors with relevant possibilities to study the impact of Alipay in the Thai environment. This research used quantitative research methodology to collect data, and also used SPSS to analyze the data. The target population is Chinese tourists living in mainland China and had traveled within one year or are traveling in Thailand. The sampling method was quota sampling by controlling gender, age, education level and travel methods as criteria. The results of this study showed that the factors influence destination satisfaction were trust, facilitating conditions and social influence, and the factors impact destination loyalty included application satisfaction and application loyalty. Besides, the study found the difference between different groups of gender, age and travel methods. As a result, the outcomes of the study can provide useful implications to help Alipay service providers to improve the users’ satisfaction and loyalty. Moreover, this study can be used by Thailand related-businesses, as a guideline for providing service of mobile payment and organizing activities to attract more Chinese tourists and increase the destination satisfaction and loyalty of Chinese tourists.