A Stimulus-organism-response Model To Structure Alipay Consumer Perceptions In China

Aobo Yang, Chai Ching Tan


Alipay is expanding all over the world in recent years. With the great brand image and customer value provided, Alipay has reached to top mobile payment service provider in the world. China is the major target market for Alipay. This study employs the theory of stimuli-organism-response (SOR), while adapts the theory of planned behavior (TPB) and technology of acceptance model (TAM) in conceptualizing the stimuli construct. The primary data collection approach is questionnaire-based survey, although the interviews provided some rich information which guided the operationalization process of the measurement instrument. The sample targeted the current consumers of Alipay services in China, of which 400 valid response were obtained. Based on multivariable statistical analysis such as multiple regression and structured equation modeling, the study confirms the validity of stimulus-organism-response (SOR) theory of consumer behavior and brand perceptions study, and together with the cross-comparative studies of the demographics and psychographic variables, some important strategic implications are offered which provide the market-oriented insights to Alipay as well as similar mobile-payments and services in China.

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