E-Payments in China and Sweden
—- A Comparative Study of Alipay and Swish
BACHELOR THESIS WITHIN: Business Administration
PROGRAMME OF STUDY: Marketing Management
TUTOR: Lucia Pizzichini
AUTHOR: Zhaoyin Chen & Xinyu He
JÖNKÖPING University May 2020
Acknowledgements
From the topic selection, data collection to the completion of the paper, we have received a lot of enthusiastic help from teachers and students.
First of all, we would love to give our sincere gratitude to Lucia, our tutor who, with extraordinary patience and consistent encouragement, during the writing time, gave us great help by providing advices to us, inspiring us with ideas. Without her suggest and support, we could not finish this thesis.
Secondly, we would like to express gratitude to the people who have participated in the questionnaire. Each of them paid time and energy to think over our questions carefully and gave personal answers. During the outbreak of the epidemic, we still received enough samples successfully
We would also like to thank the professors during the three years of bachelor study. Their professional understanding and knowledge teaching have helped us to move forward in the thesis and even in the future.
Finally, we would like to thank our families and classmates for their care and support in life.
Thanks！
Abstract
With the development of high-speed communication technology and the popularization of mobile intelligent terminals, E-payments have rapidly been accepted and applied by many people around the world and greatly changed their life and financial transaction. At the same time, E-payment still has a lot of spaces for further development, especially when there are different versions of E-payment platforms and applications like Alipay in China and Swish in Sweden.
E-payment users’ experience has become one of the important criteria for the E- payment platform development. This paper focuses on a comparative study of two E- payment platforms, Alipay and Swish, to find out the elements that affects the user experience for E-payment. Meanwhile, this paper also discusses what suggestions can be offered to E-payment companies.
In order to achieve the research purpose, based on TAM model by Davis, F. D., a quantitative and qualitative research methods have been applied to investigate how the users of E-payment platforms feel concerning perceived mobility, perceived usefulness, perceived ease of use and perceived risk, and the user’s experience satisfaction and willingness to continue using have also been tested.
A questionnaire has been designed and distributed to the interviewees of three groups: those who only used Alipay, those who only used Swish, and those who used both. The design of the questionnaire is a combination of quantitative research and qualitative research, quantitative research of the problem is to confirm that all the factors effect on the user experience, and the problem that the qualitative research is to study the users in the use and after comparing two electronic platforms for these factors.
All together there are 180 questionnaire copies of data have been collected. With the data, the authors use SPSS to analyze quantitative data and inductive method to analyze qualitative data. With data analysis and research, it can be concluded that Perceived Mobility and Ease of Use have a positive impact on E-payment users’ satisfaction experience, while Perceived Risk has a significant reverse effect. Suggestions based on the results have been put forward.
Key Words: Comparative Study, E-payment, User Experience, TAM Model
Content 1. Introduction ...... 1 1.1 Background ...... 1 2. Research Questions ...... 2 3. Purpose of the Research ...... 3 4. Definitions...... 4 4.1 E-payment ...... 4 4.2 User Experience (UE) ...... 5 5. Frame of Reference ...... 5 5.1 Theoretical Framework...... 10 5.1.1 Technology Acceptance Model (TAM): ...... 10 5.1.2 Perceived Risk ...... 11 5.2 Theoretical Model ...... 12 6. Methodology for the Study ...... 12 6.1 Theoretical Basis of Philosophy ...... 13 6.2 Research Approach...... 15 6.3 Measurement Dimensions of Study Variables ...... 17 6.3.1 Perceived Mobility...... 17 6.3.2 Perceived Usefulness ...... 17 6.3.3 Perceived Ease of Use ...... 18 6.3.4 Perceived Risks ...... 18 6.3.5 Experience Satisfaction ...... 19 6.3.6 User’s Willingness to Continue to Use ...... 19 6.4 Hypothesis for Study ...... 20 7. Data Analysis ...... 22 7.1 Basic Data Collection ...... 23 7.2 SPSS ...... 26 7.2.1 Validity Analysis ...... 27 7.2.2 Correlation Analysis ...... 27 7.2.3 Regression Analysis...... 28 7.2.4 The Influence of Perceived Usefulness, Perceived Ease of Use and Perceived Risk on Experience Satisfaction ...... 28 7.2.5 The effect of experience satisfaction on continuous use intention ...... 29 7.3 Qualitative Analysis ...... 30 8. Conclusion ...... 33 8.1 Research Conclusion ...... 34 8.1.1 Perceived Mobility Has a Significant Positive Impact on Perceived Usefulness ...... 35 8.1.2 Ease of Use Experience Has a Significant Positive Impact on User Experience Satisfaction ...... 36 8.1.3 Perceived Risk Has a Significant Negative Effect on User Experience Satisfaction .. 36 9. Discussion ...... 37 9.1 Recommendations and Suggestions for E-payment Platforms ...... 37 9.1.1 Improvement of the Usefulness ...... 37 9.1.2 Improvement of Ease of Use ...... 38 9.1.3 Reducing User’s Perceived Risk ...... 39 10 Implications...... 40 10.1 Theoretical implications ...... 40 10.2 Practical implications ...... 41 11. Limitation and Future Research ...... 42 11.1 Limitation ...... 42 11.1.1 The Limitation of Research Content...... 42 11.1.2 The Limitation of Research Sample...... 43 11.2 Future Research ...... 43 11.2.1 In-depth Analysis of Influencing Factors...... 43 11.2.2 Add Research Variable Dimensions ...... 44 11.2.3 Expand the Scope of the Research Object ...... 44 12. Ethical Thinking...... 44 Reference: ...... 46 Appendices:...... 50
1. Introduction
1.1 Background
The field of electronic payment in China has developed rapidly in the past decade, and it has launched a powerful challenge to traditional cash paper-based payments. In the worldwide, a few developed countries such as Sweden have realized paperless payments or a small amount of cash payments.
The electronic payment of China started rather late. In 2005, Alibaba’s CEO Jack Ma first proposed the concept of a third-party payment platform at the World Economic Forum in Davos, Switzerland. Therefore, the year 2005 is usually considered the first year of electronic payment in China. Although China’s electronic payment started late, it has developed rapidly. After more than ten years of rapid development, third-party payment platforms represented by Alipay have initially completed the application scenario layout and the cultivation of consumer habits. E-payment users of China reached 577.4 million in 2019 which is the world’s largest E-payment user base (Man Chung Cheung, 2019).
With its economic infrastructure, Sweden has always been in a leading position in the digital transformation of payments in the Nordic region and has made significant progress in achieving a cashless society. In terms of E-payments, the 7 largest banks in Sweden jointly launched the instant payment application Swish in 2012. Swish as a third-party payment platform has been the driving force of the Swedish digital payment revolution, which has brought Sweden closer to a cashless society. Swish has facilitated mobile transactions between individuals and businesses through cooperation with some famous Swedish banks (Andrew Fawthrop, 2019). At present, more than half of Swedish consumers have registered for this application.
During the same period, with the rapid development of mobile Internet, the consumption behavior of smartphone users is changing, and E-payment will enter a period of rapid development. Providing users with a new payment experience and E-
1 payment model and allowing users to better experience the convenience of E-payment is an effective measure to promote the rapid popularization of E-payment.
E-payment is in a period of rapid development, and various technologies are becoming mature. Therefore, the user experience needs to be focused on. Only by taking the user as the center to design a reasonable interaction method and bringing user’s easy-to-use and secure payment products can promote the development of E- payment. We believe that with the popularization of mobile internet and smartphones, with more and more convenient humanized payment methods and new user experiences, E-payment will still have a lot of room for further development. At the same time, there are many existing problems that lead us to explore and solve. This is a challenge as well as an opportunity.
There are many forms and products of E-payment. Competition for homogenized products has intensified. The number of functions is no longer the only criterion for measuring the quality of E-payments. While using E-payment to meet functional requirements, users pay more attention to the experience and feeling for E-payment application. The experience of the product becomes more and more important for the choice of the users. The purpose of the research is to provide suggestions for how to provide users with high-quality, easy-to-operate and good user experience E-payment services through an interactive comparison of the user experiences of Swish and Alipay.
2. Research Questions
With the development of high-speed communication technology and the popularization of mobile intelligent terminals, mobile Internet has become the industry with the fastest development and the largest market potential in the world today. Relying on economic development and technological progress and driven by the tide of e-commerce, third-party E-payments have been generated and rapidly popularized. The emergence of third-party payment solves problems such as the trust mechanism in the process of online payment and provides a strong guarantee for the rapid development 2 of e-commerce. The development of third-party E-payments provides consumers with a more convenient payment experience.
It is necessary to explore the influence of various variables on the consumer experience of consumers. Only by starting from the user’s needs and centering on users through improving the users’ experience and making them feel pleasant and valuable. Then, E-payment can be truly integrated into the lives of users.
With the rapid E-payment development happening in Europe and China, it is understandable that it has led to a sharp increase in research in this area, including the study of E-payment user experience. But among them, a comparison study of the user experience of Alipay and Swish, which are two main E-payment applications in Sweden and China respectively, cannot be spotted much. Because of this, the authors decided to conduct a research focusing on the research questions:
From the background introduction, it can be seen that the rapid development of E- payment has led to a booming increase in research in this area. However, the comparative study of popular E-payment application on the user experience of E- payment has not been much delivered and presented. Based on the study of former research of user experience and the new field of E-payment application, two research questions have been selected:
1) Which are the elements in the research of the consumer experience that affect the user experience in Alipay and Swish？
2) What suggestions can be offered to E-payment companies from the comparative study on the user experience of Alipay and Swish?
3. Purpose of the Research
In the modern era of rapid development of economy, E-payment has gradually become an inseparable part of people’s lives. How to improve the user experience based on technology is an issue that all E-payment companies must consider. The user 3 experience contains a variety of user needs, including product interaction experience, privacy protection, and so on. Among them, different target groups will have different needs for this. What are the important elements in user experience for Alipay and Swish and how to improve the E-payment applications on the basis of a correct understanding of user experience are the main purpose of this thesis research. The research involves investigating which elements in Alipay and Swish’s products will affect the user experience. Meanwhile, researchers hope to find and confirm more conducts through the study and practice which can help E-payment products bring a better user experience from a comparative study of the two platforms. The results of the research as well as suggestions can offer to E-payment platforms are hoped to be significant for the future design and development of E-payment applications.
4. Definitions
4.1 E-payment
Kalakota and Whinstone has brought out a general definition of electronic payment, “electronic payment is a form of financial exchange between the purchaser and the seller facilitated by electronic communications, and e-commerce electronic payment is a financial transaction in an online environment” (Kalakota & Whinston, 1997). Taking advantage of the development of science and technology, electronic payment gradually becomes a settling way for people to replace traditional payment in modern life, which brings about a tremendous change to the financial exchange method related to social economic practice. According to the different settling methodologies, E-payment includes telephone payment, mobile payment, website payment, etc. Via telephone payment, people make phone calls to the bank or the financial institutions to complete their transaction. Website payments refers to the monetary transaction conducted via banking website. Mobile payment, which is becoming more and more popular in E-payment, offers the opportunity for people to complete their deals via smart phone applications. During this process of E-payment, people will have different feelings about different E-payment platforms, and the user experience is becoming truly
4 important for user’s adaptation of electronic payment and the development of different E-payment application.
4.2 User Experience (UE)
E-payment user experience refers to the subjective experience formed by the user’s use of payment products or payment services. Although there is no consensus on the concept of user experience, many people and organizations still define user experience from different perspectives. Donald Norman invented the term user experience in the 1990s, “user experience includes all aspects of end-user interaction with companies, services and their products” (Donald Norman,1993). The ISO 9241-210 standard defines user experience as people’s cognitive impressions and responses to products, systems, or services that they use or expect to use. Therefore, the user experience is subject and it focuses on practical applications. User experience has much broader effects in our lives than most people realize. It does not only apply to the use of the latest technology. The user experience affects people every day. The user experience covers culture, age, gender and economic class (Tom Tullis; Bill Albert, 2008). The various definitions of user experience indicate that user experience refers to the multi- attribute, multi-angle and multi-factor experience formed when a user interacts with a product. Therefore, user experience can be defined as a purely subjective psychological feeling established by users in the process of using a product or a service.
5. Frame of Reference
With customers and business professionals increasingly using mobile devices, e- commerce has become not only a trend but also a phenomenon today (Chen, 2008). E- payment is becoming the main method for making a purchase. In the field of monetary transaction, E-payment system in particular has emerged allowing users to pay for goods and services wherever they go, using their mobile devices (especially mobile phones). With the trend of e-payment gradually replacing the mainstream payment
5 model, many researchers have also begun to study the advantages and disadvantages of E-payment and have produced different ideas about e-payment (Kim, 2010).
From the previous research, it can be seen that most of the studies are positive about the development of electronic payment, in spite that transaction security remains people’s concern for E-payment platforms. However, Ondrus and Pigneur proposed that with the popularity of mobile commerce, E-payment will continue to promote security between organizations or individuals (Ondrus; Pigneur 2006). E-commerce transactions are undoubtedly good for market development.
The research of E-payment user experience is closely related to that of the technology acceptance in that it is telecommunication technology make E-payment a reality and relate people to the no-cash payment. Among the research of technology acceptance, the Technology Acceptance Model (TAM) was first proposed by Davis in 1989. It is a basic theory that studies users’ acceptance intentions and behaviors of information systems, as is shown in table 1.1 (Davis, F. D., 1989). TAM model attempts to explain and predict the key influencing factors of individuals’ use of new technologies. The core point of TAM model is that consumers’ actual use of a product or service is affected by behavioral intentions, which are determined by consumer attitudes.
The Innovation Diffusion Theory (IDT) was presented and developed by Rogers in 1962 and he extended the theory in 1995 (table 1.2). The core viewpoint of IDT theory is that the innovation process of a thing is a process in which users continuously eliminate uncertainty by acquiring as much information about the thing as possible from external. Rogers (1995) pointed out that innovative adoption is the user’s decision to fully use an emerging thing and also proposed five keys that influencing factors for user adoption intentions and behaviors, including relative advantage, compatibility, complexity, trial-ability and observability.
Leida Chen (2018) has integrated the TAM model and IDT theory in order to analyze the factors that affect consumers’ acceptance of E-payments. The results show
6 that perceived usefulness, perceived ease of use and compatibility have a significant positive impact on consumers’ intention to use E-payment. In contrast with the positive factors, perceived risk has a significant negative impact on intention to use E-Payment. The study also found that perceived transaction convenience and perceived transaction speed have a significant positive impact on perceived usefulness (Leida Chen, 2018). Meanwhile, perceived usefulness and ease of use have a remarkable positive impact on intention to transact (Paul A. Pavlou, 2014).
The research model of Unified Theory of Acceptance and Use of Technology (UTAUT) was proposed in 2003 (Venkatesh; Michael; Gordon; Fred, 2003). There are four core dimensions of the UTAUT model including performance expectancy, effort expectancy, social influences and facilitating conditions which are the main factors affecting behavioral intention and use behavior (Venkatesh et.al, 2003). Meanwhile, the UTAUT model also includes four control variables (gender, age, experience and involuntariness of use) that significantly affect the core dimension (Venkatesh et.al, 2003).
Shin (2009) constructed a modified UTAUT model by introducing security, trust, social influence and self-efficacy factors into an integrated technology acceptance model. The research results show that the regulating effect of demographic variables is significant. Usefulness and ease of use pronounced effect on consumers’ intention to use E-payment. Meanwhile, compatibility and mobility have significant positive effects on individuals’ attitudes and behavioral pressures on E-payments. Trust, perceived usefulness and perceived ease of use have greatly affect users’ attitudes (Changsu Kim; Mirsobit Mirusmonov, 2010). Lee (2010) divided mobile users into early adopters and late adopters when studying the consumers’ adoption of E-payments. A comparative analysis shows that the main factors affecting early users intention to use the M- payment are individual knowledge of M-payment and perceived ease of use. Late adopters pay more attention to accessibility and perceived easy to use of E-payment applications. Research has also demonstrated that individual innovation sense, E- payment knowledge and accessibility have a significant positive impact on perceived 7 ease of use. In addition to perceived benefits and perceived risks, perceived benefit, perceived convenience and herd mentality for convenience are also three outstanding factors that influence the use of the third-party E-payment. These studies can help researchers sort out the impact of various factors on consumers’ intention to use E- payment. At the same time, it also explores whether there is interaction between some factors.
Through exploring external influences, ease of use, attitude, usefulness, trust and risk, we study the different degrees of influence of consumer adoption of E-payments. By using age as a moderator, the study discovered that the age of users has a significant effect on the perceived trust and perceived ease of use (Francisco Liébana-Cabanillas; Juan Sánchez-Fernández; Francisco Muñoz-Leiva, 2014) However, other researchers (Yanli Pei; Shan Wang,; Jing Fan; Min Zhang, 2015) have studied the factors affecting Chinese users’ perception and adoption of electronic payment based on TAM and trust theories, and they found that the perceived risk is not significant impact on the intent to use the E-payment. It is further inferred that Chinese users do not pay much attention to the perceived risks when choosing an electronic payment system. The reason for the different conclusions is believed that the researchers were inclined to including bias in the questionnaire design and did not consider the demographic characteristics of the respondents. In addition, the authors did not explore further for the reason why perceived risk has no significant effect on Chinese users’ intentions.
By reviewing the research literature in the field of E-payment, it is concluded that the current research in this field mainly has the following characteristics. The current research is mainly focused on consumers’ acceptance of E-payment. There are only few literatures studying the users’ intention to use E-payment platforms from the perspective of user experience. Moreover, the research on E-payment users in the literature is mostly limited to TAM (Technology Acceptance Model), IDT (Innovation Diffusion Theory) and perceived risk to build research models and supplemented by a survey of user acceptance factors (questionnaire) to explore consumers’ intention to use E-payment services. But it does not combine the characteristics of the E-payment 8 platform. Most literature chose perceived usefulness, perceived ease of use, security concerns and perceived valuable when extracting influence variables for empirical research. However, the factors that affect the user experience have not been classified in accordance with the principles, which caused some important variables to be omitted in the research. There is even literature that studies only variables in a certain area (for example, the research only studies the dimensions of perceived risk).
Existing literature does not distinguish between potential users who have used mobile platforms and those who have not used E-payments when researching the early adopters’ intention to use the E-payment. At the same time, there is no comparative analysis of the indicators that affect the two types of groups, and there is also no corresponding countermeasure for the use of these two types of groups.
By consulting relevant literature, it can be found that previous researches generally used E-payment as the research object to conduct a comprehensive study. Current researches have focused on consumer acceptance of E-payments. The previous researchers usually also study user experience from the perspective of E-payment product designers and lacks user experience from the perspective of users’ own application practice. Researches on third-party E-payment is relatively few and the analysis of factors affecting consumer user experience is also incomplete.
Therefore, based on the literature review, it is necessary to improve and perfect some problems in the current research of E-payment. Based on the current development status of E-payments in China and Sweden, a more systematic study of the user experience satisfaction of E-payment platforms will fill the research gap and improve the study in the field. At the same time, some more practical and targeted conclusions can be drawn through quantitative and qualitative research in order to provide better decision-making references for improving user penetration of E-payment platforms.
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5.1 Theoretical Framework
Previously the researches on individual users’ adoption of technology is mainly based on consumer behavior and social psychology. It is usually from the perspective of the users, using individual attitudes and choices to influence individual willingness to use and ultimate actual behavior. The premise assumes that individual differences can only affect the individual’s willingness to use and behavior through their intrinsic values and beliefs. At present, there are many models in this field to study the users’ willingness and behavior. The technology acceptance model (TAM) is widely used in the field of electronic commerce and mobile commerce. Meanwhile, the theory of perceived risk has been mentioned in many studies. The theory of TAM and perceived risk theory will be discussed in order to provide a theoretical basis for building a user experience model for E-payment platform.
5.1.1 Technology Acceptance Model (TAM):
When it comes to the E-payment or traditional online payment, both of them need to be through the network medium to work. The most widely used research on the adoption of high-tech products or information systems is the Technology Acceptance Model (Davis, 1989). In 1986, Fred Davis proposed a behavior acceptance model — technical acceptance model which is widely used to study people’s acceptance or adoption of an information system. The TAM model considers that the user’s intention to use determines whether the user will actually use the information system. The user’s attitude towards product or system adoption and perceived usefulness of the product determine the individual’s willingness to use of the product and service. The perceived usefulness and perceived ease of use are the two key elements of technology acceptance model. The earliest introduction of the TAM model into the field of e-commerce was Lin & Judyo (2000), who applied the TAM model to study consumer acceptance and adoption of e-commerce shopping websites.
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Paul’s study (2003) found that there is a great deficiency of TAM model when it is applied to predict the extent of consumer acceptance of e-commerce activities. Paul believes that TAM should combine the characteristics of e-commerce. Because when e-commerce is compared with traditional commerce, trust and perceived risk are the most important to users. Therefore, Paul introduced the trust and perceived risk factors into the TAM model in order to improve the TAM model in the field of e-commerce. The results of research have shown that the more trust consumers have in e-commerce, the stronger their intention to choose to use online shopping. At the same time, the less the consumer perceives the risk of using an e-commerce platform, the stronger the intention to choose to use it.
Vijayasarathy (2010) added four variables of subjective norms, privacy, security, and self-efficiency to the TAM model in order to better predict the consumer acceptance of online shopping.
5.1.2 Perceived Risk
The concept of perceived risk was proposed by Bauer (1960) at Harvard University. In the research, he found that consumers might not be able to determine whether their expected results are correct after any purchase. These results may bring some feeling such as unpleasant thoughts or unsatisfactory evaluation to consumers. Uncertainty in the results in fact produces a sense of risk, which is the initial manifestation of perceived risk. The sources of consumer perceived risk are mainly from two aspects: the severity of the consequences of wrong decisions and the uncertainty of expected results. Coxl (1967) thought that consumers will have a psychological expectation on products before consumption. If the product does not meet the consumer’s psychological expectations, consumers will perceive the existence of risk. Coxl (1967) believes that the formation of perceived risk is a process. First of all, rational consumers will consider the pros and cons of the consumption before actual consumption. That is, the degree of risk that consumers take before consumption occurs. Then, after the expected risk becomes a reality, consumers’ ability to take losses caused by consumption.
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Combined with the previous definition and researches on perceived risk, in this study, the perceived risk of E-payment platform users is defined as,
Perceived risk of E-payment platform users is the anxiety which users may have when they are facing to various uncertain factors or possible serious consequences in the process of using a E-payment platform. Since people tend to avoid risks subconsciously, users will take actions to reduce risks as much as possible.
5.2 Theoretical Model
Based on the TAM model, this study will start from the perspective of the user experience. The study will analyze the entire process of E-payment practice that affects the user experience. According to the time dimension, the study will expand the analysis from before use, during use and after use. In order to build a theoretical model of user experience for E-payment platform, the study will combine the characteristics of the E- payment platform from the three dimensions: user perceived of mobility and usage scenarios before use, product function experience in use and comprehensive experience satisfaction after use. For the part of before-use, the research is mainly carried out from two aspects: user perceived of mobility and usage scenarios. As far as during-use is concerned, the factors of perceived usefulness, perceived ease of use and perceived risks should be as the important factors that can be influence of user’s experiences. As for after-use, the experience satisfaction should be considered as an important factor to reflect whether users are satisfied. A good experience will increase user loyalty to the brand, which in turn will increase the user’s willingness to continue using the product or service.
To sum up, this study will use the TAM model as the basic theoretical framework and incorporate the user perceived of mobility, perceived risks and experience satisfaction. In order to build a new model: the user experience of E-payment model (table 1.4).
6. Methodology for the Study
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In the study, in order to achieve the research purpose, the selected methodology will be based on the TAM model. At the same time, through the elements of model analysis, a qualitative questionnaire and a quantitative scale will be designed. The questionnaire will be discussed with the users and cover the relevant elements. At the same time, it will also include some basic information of the interviewees, such as age, gender etc. Researchers will choose the probability sampling method to choose interviewees, conduct the interviews face to face if possible or online using skype or WeChat and send the questionnaire to the interviewees through social media (such as Facebook and WeChat, etc.) and collect back the questionnaires the same way. The respondents are divided into three categories: the first category has only used Swish; the second category has only used Alipay and the third category has used both of Alipay and Swish platforms. Through these three categories, the data obtained will be classified, and strictly control the number of samples in each category by taking the data of the first 60 people who submitted the survey and strictly control the number of samples in each category by taking the data of the first 60 people who submitted the survey. Then the data will be sorted out and corresponding analysis will be conducted. Among them, the researchers will consider the privacy of users when designing the questions and scales and explain the purpose and whereabouts of data to all the participants. The limitation of this method lies in the fact that researchers’ social network friends have certain biases (for example, most of them are students), which may lead to some limitations in the results of researchers’ research.
6.1 Theoretical Basis of Philosophy
As for the methodology of this study, first of all, the theoretical basis of philosophy should be determined according to the factors and purposes to be observed. The theoretical basis of research philosophy is generally divided into three categories, positivism, interpretivist, and post positivism. “Positivism is a way of thinking --- an epistemology --- that seeks explanations of events in order that their underlying laws can be discovered, so future events of that type can be predict and the implication gets
13 controlled. On the basis of these predictions it becomes possible, by manipulating a particular set of variables, to control events so that desirable goals are achieved and undesirable consequences eliminated” (Carr and Kemmis 1986). Positivism is generally used for quantitative analysis, mainly for data collection and data analysis after putting forward assumptions. In this process, researchers need to consider using primary data (questionnaire, etc.) or secondary data (company annual report data, etc.), while interpretivist uses qualitative analysis to do research, and obtains a reliable conclusion through interviews and other situations. The third is post positivism. Unlike positivism, post positivism does not make assumptions.
In this study, there are seven hypotheses have been put forward and the researchers will design the questionnaire based on these seven hypotheses and make inferences after collecting the data.
Positivism has been decided to be adopted in this paper. Why has positivism been selected instead of the other two? First, positivism can make specific guesses. In this study, the necessary elements are identified according to the user experience model for e-payment platform based on TAM model. In order to verify the real impact of these factors on user experience, seven hypotheses are proposed. Based on the data collected from the questionnaire, conclusions are drawn after analysis the data. In the process of sampling, researchers are directly in contact with all user groups, and randomly select samples to do the interviews and questionnaires. It is possible for get the most real feelings of users and the first-hand data. It makes a foundation for a large number of analysis in the second phase and increases the reliability of the research. Second, a questionnaire based on speculation can break the time limit. The questionnaire can bring up questions to the experienced users without setting time requirement.
The users can consider and give feedback at any time. They can not only understand their views on the facts and behaviors of the two products, but also understand their views on the two payers in terms of concepts or emotions. Third, apart
14 from some concepts of subjectivity, the data collected will be more objective and the trust is supposed to be higher. However, the data may have a certain impact on the empirical part due to the limitations of the study. For example, most of the users interviewed may be Swedish or Chinese, while the users of other nationalities will be relatively few. So, it may unable to collect comprehensive data, which may lead to certain bias.
6.2 Research Approach
There are two research approaches in this study: qualitative research and quantitative research. Saul and Mcleod have brought out the definition of quantitative research, “Quantitative research gathers data in a numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data.” (Saul McLeod, 2019). Denzin and Lincoln have put forward the definition of qualitative research, “Qualitative research is multi-method in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.” (Denzin and Lincoln, 1994). Qualitative research focuses on the characteristics and nature of specific social phenomena and a subjective interpretation of specific phenomena. Therefore, qualitative research is a process of inductive reasoning. Through the description of the supervisor of a specific phenomenon, a general conclusion can be drawn from a specific situation. Therefore, qualitative research pays more attention to the flexibility and particularity of research methods. The main research methods commonly used are participation observation and in-depth interview; the data collected and sorted out are expressed in the form of words. Quantitative research is to explore the regularity of phenomena under the guidance of positivist methodology. Quantitative research is the process of deductive reasoning, from the study of general phenomena to special situations. In addition, quantitative research focuses on calculation and measurement, so it describes the research in digital
15 form. Therefore, quantitative analysis is more likely to use questionnaires to collect data.
In this study, qualitative and quantitative methods are both used. First, through the self-built model that based on the TAM model, it is can be find some factors that may affect the user experience. These factors can be applied to design the questions in the questionnaire. Among these questions, some will be designed in the form of scale and answered by users in the way of grading level and others will be explained by users in the way of text answer. Most of the data predicted by the researchers and some of the text answers will be included.
The purpose of using this method is to better understand the needs of users. First of all, the combination of the two methods will make our research more professional and complete. Researchers can not only get social data through observation and discussion, but also get quantitative data through professional mathematical model. From observing and contacting users, researchers can put forward questions that need to be answered in words to understand users’ feelings about the two platforms. The questions that need to be graded will help the whole study collect quantitative data to support the conclusions. Combined with the obtained text data and the analyzed digital data, the final conclusion is drawn.
This advantage lies in, firstly, the complementation between qualitative and quantitative research. Because the number of samples in qualitative research is relatively small, often only a dozen people (copies), which will bring about the universality problem. In other words, it is doubted to what extent its conclusions can explain the problem, how large groups it can represent, and whether they are universal or limited to individual cases. In this study, if a sole qualitative study is adopted, only a dozen data will not be enough to support most users’ experience when the user groups of the two products are huge. The conclusion will not be convincing enough. If researchers only do quantitative research and only have data support, it will lead to a single conclusion, which cannot help the two products find more problems in user
16 experience. Second, qualitative research provides theoretical basis for quantitative research. When designing a questionnaire, it is impossible to design a questionnaire suitable for two products by quantitative method alone. Although both Alipay and Swish are E-payment platform, Alipay is more likely an international product, while Swish stays more as a localized product. The positioning of the Alipay and Swish platforms is different and the market development is different. In order to design more suitable questions for each user, qualitative research plays an important role in the early questionnaire design. Therefore, the choice of qualitative and quantitative research path is the most suitable method for this topic.
6.3 Measurement Dimensions of Study Variables
When designing the questionnaire, the relevant questions are raised for each part of the user experience of E-payment platform model.
6.3.1 Perceived Mobility
The study defines perceived of mobility as the ability of users to use E-payment platforms regardless of time and place. For perceived of mobility, two questions should be included in the questionnaire.
Q1: When I am outside, I can use mobile phone or other types of electronic mobile devices to complete payment through E-payment platforms anytime and anywhere.
Q2: I think mobility is a typical advantage of E-payment platforms.
6.3.2 Perceived Usefulness
Perceived usefulness can be considered as a key part of the user experience, but it is not the only factor that determines the user experience. By the opinion of Tractinsky & Hassenzahl (2006), if the product or service has high level of usability, which means that users will have less bad experience. A high-quality user experience can make users
17 perceived high level of pleasure and satisfaction. Based on the perceived usefulness, three questions will be mentioned in the questionnaire.
Q3: E-payment platforms is helpful to my life.
Q4: Using an E-payment platform enables me to complete various transactions or purchases faster.
Q5: Using an E-payment platform can reduce the inconvenience of having to carry cash or credit card to complete the payment.
6.3.3 Perceived Ease of Use
If the user feels the convenience of the operation when using a product or service such as learning to use in a short period of time, it will greatly promote the user’s willingness to continue the use of this product or service. This study defines the ease of use as the degree to which users perceived easy to use and operate when using an E- payment platform. The easier it is to use service of the E-payment platform provide, the more users will tend to use and rely on it. Then, it is easier to cultivate user habits. There are two questions should be taken account into the questionnaire.
Q6: The operations related to the E-payment platform are really simple.
Q7: For me, it is easy to learn the process of using a E-payment platform.
6.3.4 Perceived Risks
The study of users’ perception of risks needs to combine with the platform’s characteristics. Considering the same and different characteristics of the services provided by Alipay and Swish. Four questions will be asked in the questionnaire.
Q8: The use of E-payment platforms may cause financial losses. For example: the system may deduct excess amounts or charge service fees in transactions.
Q9: Compared with traditional payment methods (cash or credit card), using E- payment platforms makes me feel nervous or anxious. 18
Q10: Compared with traditional payment methods (cash or credit card), using E- payment platforms takes me a long time.
Q11: When using an E-payment platform, there will have some security issues. For example, when presenting a QR code for payment, the funds may be stolen by others due to the exposure of the QR code.
6.3.5 Experience Satisfaction
Fomell (1992) defined customer satisfaction as the customer’s overall evaluation of a product or service after they use it. Customers have a psychological expectation before purchasing a product or service. The customer’s satisfaction with the product is obtained after comparing with previous psychological expectations. Whether the customer is satisfied with the product or service after use is always obtained after comparing with previous psychological expectations. From the perspective of experience satisfaction, there are two questions will be raised in the questionnaire.
Q12: After using E-payment, I am satisfied.
Q13: After using E-payment, I feel pleased.
6.3.6 User’s Willingness to Continue to Use
The continuous usage intention is defined as one’s intention to continually use a system or reuse a system (Bhattacherjee, 2001). According to the definition of the continuous usage intention and combine the characteristics of E-payment platforms. The study defined the user ’s willingness to continue to use as the subjective willingness of E-payment platform users to use E-payment for the second or continuous use in the future after using E-payment (for the first time or more times). Therefore, the study will choose three questions for the aspect of user’s willingness to continue to use into the questionnaire.
Q14: If I feel satisfied and pleased after I use an E-payment platform, I would like to use E-payment as a common payment method. 19
Q15: If I feel satisfied and pleased after I use an E-payment platform, I would like to recommend the E-payment platform to my friends.
Q16: If I feel satisfied and pleased after I use an E-payment platform, I would like to continue to use the E-payment platform.
6.4 Hypothesis for Study
Kim (2010) believes that compared with the traditional e-commerce, the greatest feature of the mobile technology is mobility. Mobility refers to the ability to receive services anywhere and to complete transaction tasks by connecting wireless communication networks with mobile devices. Mobile technology gives users more freedom in terms of time and space. The E-payment platform also has the characteristic of mobility. E-payments allow users to complete payments, regardless of time or place. Mobility greatly improves the useful experience of the E-payment platform. The convenient and fast payment experience bring by mobility will promote users to accept and continue to use E-payment platforms. Perceived mobility can directly affect the user’s perceived usefulness.
According to the TAM model, perceived usefulness and perceived ease of use can directly affect users’ attitudes to use. Perceived ease of use refers to the degree to which a new product is considered difficult by potential users (Moore and Benbasat, 1991). This article studies the two dimensions of user experience influencing factors from the perspective of product functionality: usefulness experience and ease of use experience. This research is mainly from the perspective of users’ awareness of the functions of E- payment platforms. The more users perceive the product or service as useful, the stronger their willingness to choose to continue using it. Meanwhile, when a customer using an E-payment platform in the initial stage, the simpler of the payment process, the better the user’s experience with the product. Venkateshet (2003) believes that the more users perceive a product or service can improve the quality of life and work efficiency, the stronger the user’s willingness to adopt the product. E-payment platforms improve users’ payment efficiency, the more users will find the product 20 useful and happy to use it. Venkateshet (2003) believes that the more helpful of the product or service perceived by users to improve the quality of life and work efficiency, the stronger of the user's willingness to adopt the product. Similarly, when the users are facing a new product or application, the simpler and faster of use, the more inclined users are to use it. Conversely, if a user perceives that E-payment operations are complicatedly to uses or the operation process is not clear enough. Then users tend to abandon the product or service.
The main determinants of perceived risk are identified as perceived information asymmetry, perceived technical uncertainty, perceived regulatory uncertainty and perceived service intangibility (Yongqing Yang; Yong Liu; Hongxiu Li; Benhai Yu, 2015). As mentioned before, this study defined the perceived risk of E-payment platform users as: in the process of using an E-payment platform, users may have anxiety when they are facing to various uncertain factors or possible serious consequences. Since people tend to avoid risks subconsciously, users will take actions to reduce risks as much as possible. When Yongqing Yang; Yong Liu; Hongxiu Li; Benhai Yu (2015) researched consumer E-payment adoption behavior based on cross- channel, they found that perceived risk has a significant negative impact on E-payment adoption behavior. Because people have a subconscious tendency to avoid risks. When the user feeling more uncertain about the possible consequences of using E-payment, the lower his willingness to actively use the E-payment. When consumers use E- payment platforms, they may worry about some situations such as: the funds in bank card funds may reduce by some reasons and personal privacy information may be leaked. It may also affect the user’s final decisions on whether to use the E-payment platform.
A large number of research results show that consumer satisfaction with products or services can predict the consumer behavior. In the field of technology acceptance model research, Bhattacherjee (2001) regards experience satisfaction as an important variable for continued use willingness. Cronin (1992) research found that customer satisfaction with the purchased a product or service directly affects their willingness to 21 repeat purchases or continue to use this product or service. Satisfaction is particularly important for service industries such as banking and catering. When users are not satisfied with the product or service, they will switch to other brands. Studies by Parasuraman (2005) and Lee & Lin (2005) also confirm that satisfaction has a significant positive impact on users’ behavioral intentions.
To sum up, the study proposes the following hypothesis:
H1: Perceived mobility has a significant positive impact on the customer's perceived usefulness of E-payment platforms.
H2: The usefulness has a significant positive impact on user satisfaction of E- payment platforms.
H3: The ease of use has a significant positive impact on user satisfaction of E- payment platforms.
H4: Perceived risk will have a negative impact on user experience satisfaction of E-payment platforms.
H5: Experience satisfaction will have a positive effect on user's willingness to continue to use the E-payment platform.
H6: Alipay is superior to Swish in terms of perceived ease of use and perceived usefulness.
H7: Alipay and Swish users have the same concerns about the perceived risk.
7. Data Analysis
In the data analysis part of this study, the quantitative analysis is mainly conducted by the application of SPSS. After all the data have been collected, they are integrated in an Excel table, and then poured into SPSS for the further analysis. The analysis method used is frequency analysis. Firstly, descriptive statistics are used to summarize participants’ responses to the questionnaire, and factor analysis is used to identify 22 potential factors to explain the main sources of variation in the questionnaire responses. At the same time, SPSS can help researchers perform multivariate data analysis to detect whether the background variables (work, education background, etc.) of participants will affect their user experience of the two products. It can also verify the authenticity of these answers.
7.1 Basic Data Collection
From the data collected, researchers sorted them into categories. In the questionnaires we have done, we collected a total of 180 copies of data. Everyone has read the instructions for the survey. If they feel uncomfortable during the survey, they can withdraw from the research. In the designed questionnaires, the first question asks about gender. In the result, there are 86 respondents were male, accounting for 47.8% of the total number. While 94 of the participants are females, accounting for 52.2% of the total number (chart 17).
The second question which is about age, respondents aged from 18 to 24-year-old respondents accounted for 22.8%, and 25-35-year-old respondents stands at 97, accounting for about 53.9%, and they are the main research object. And there are 39 people aged 36-59, accounting for about 14.9% (chart 18).
In the third question, people who have only used Alipay have reached the number of 60, accounting for 33.3% of the total. People who have only used Swish submitted a total of 60 questionnaires, which accounted for 33.3%. People who have used both payment platforms reaches 60, which accounts for 33.3% of the total number of people surveyed.
In the fourth question, only 0.8% of people think that they are very dissatisfied of the E-payment platform. The level of 3 and 4 (generally satisfied and satisfied) is 5% and 26.7% respectively. The most popular response is very satisfied, accounting for 67.5%.
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In the fifth question, there is only 8% of people think that mobility is not the most typical advantage of E-payment, while there is no respondent think that mobility has no huge advantage. There are 5% of people think that the degree is 3 and 30.8% of people think that mobility does have a certain advantage (degree 4). The largest proportion of 63.3% of people unanimously believe that mobility is indeed the most typical advantage of payment platforms.
In the sixth question, there is no respondent thinks that the electronic payment platform has not or not much improved his life. There are 10% of people think that some parts of their life have been improved (degree 3) and 23.3% of respondents think that the degree is 4. The most people still think that the electronic payment platform has indeed improved their lives, occupying 66.7%.
Among the 180 respondents, a very small number of people believe that electronic payment platforms can quickly complete transactions and transactions (level 1 accounts for 0% and level 2 accounts for 1.7%), while some people do not feel much (level 3 accounts for 3.3%). There are 95% respondents think that E-payment enables them to complete various transactions or purchases faster (level 4 accounts for 23.3% and level 5 accounts for 71.7%).
This situation also appears in the next question. Only a few people think that mobile platform payment cannot reduce the inconvenience of cash or credit card payment (level 1 is 0% and level 2 is 0.8%). There are 8.3% of people do not feel much about it. The vast majority of people still think that E-payment can indeed reduce the inconvenience of cash or credit card payment.
In the next question, it is can be seen that most people think the operation of the electronic payment platform is very simple (people with a degree of 4 or 5 account for a total of 90%), and only a few people think that the operation is not simple (level 1and level 2 accounting for 3.4% of the total). At the same time, most people think that learning the process of an E-payment platform is very simple. On the contrary, only a few people think that learn the process of an E-payment platform is not simple.
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Compared with traditional payment methods, 74.2% of respondents think that using electronic payment platforms will not or relatively not make users feel anxious, but 9.1% of people think they will feel very nervous and anxious. There are 16.7% of people don’t feel much about it.
A similar situation occurs in the last two questions. A certain percentage of people who use the electronic payment platform is believed to cause economic losses. Although most people still do not think that this situation will occur, the data ratio shows the reality. From the previous question, we can see that people have different ideas on this issue. Many people think that there will be some security problems when using the electronic payment platform, such as the leakage of information by QR code payment. Although the proportion is not large (degrees 4 and 5 together account for 10%), it can still explain that many people still cannot fully rest assured of the electronic payment platform.
Even so, in the next question, it can be seen that 57.5% of the people are still very satisfied with the use of electronic payment and gave a very satisfactory answer, while the remaining people chose level 4 or level 3 (accounting for 32.5% and 10%, respectively). Interestingly, in this question, no one chose level 2 or 1. That is to say, although people are not very satisfied with online payment, there is not a single person who are completely dissatisfied with online payments.
However, in the next question, the situation is slightly different concerning whether people are pleased after using online payment. Although up to 64 people (accounting for 53.3%) choose the degree of 5, which is very satisfied, and 35 people choose the degree 4 (accounting for 29.2%). But the number of people with a degree 3 has increased a lot. There are 19 participants who choose degree 3 (accounting for 15.8%), and two participants selected level 2 (accounting for 1.7%).
When they are satisfied and pleased, 68.3% of the participants will be very willing to use this payment platform as a common used payment method in life and the remaining people have one hundred and twenty-three out of two people chose level 4.
25
There are only 8.3% respondents chose level 3. In this problem, no one chooses degree 2 or 1, it can be seen that when online payment brings satisfaction and pleasure, people will very quickly accept this payment method as a common used payment method in life.
In the next question, the respondents are asked if they feel satisfaction and pleasure after using an e-payment platform, would they willing to recommend it to their friends? There are 65% of respondents choose to very willing recommend this platform to their friends and there are 21.7% chose level 4 (willing to recommend this payment platform to others). In contrast, there are 10% of participants chose level 3, there are 2.5% people chose level 2, and one chose level 1. There are some respondents still have some hesitations about recommending the E-payment platform to their friends for personal use.
In the last question, up to 68.3% of people are very willing to continue to use the platform after feeling pleased and satisfied after using the platform, while 25% of people are willing to continue to use the platform . There are 5.8% of people are not very concerned and 0.8% of respondents are not willing to continue to use the platform, it can be seen that the user experience has a great impact on user viscosity.
7.2 SPSS
Reliability, also known as the degree of reliability, is used to analyze the stability level and consistency level of the results obtained by the measurement method and use this as an index to evaluate the reliability of the measurement method scale. Its evaluation methods mainly include internal consistency reliability, retest reliability and copy reliability.
This paper adopts internal consistency to test the reliability of the questionnaire. There are many measurement methods of internal consistency, and Cronbach’s coefficient is the most commonly used method for estimation. Cronbach’s coefficient is between 0 and 1. The closer to 1, the higher the reliability level. When Cronbach’s
26 coefficient is greater than 0.7, the reliability of the data is relatively high. If the coefficient is greater than 0.6, the data is acceptable. If the coefficient is lower than 0.35, the reliability is low, and 0.5 is the lowest acceptable reliability level.
Firstly, the overall reliability of the questionnaire was measured. The total Cronbach’s coefficient of the questionnaire was 0.757, which was very reliable.
Secondly, the reliability of each dimension variable was measured respectively, and the results are shown in the following table. The Cronbach’s values of each variable are above 0.7, indicating that the reliability of the survey data of each dimension in this study is very high.
7.2.1 Validity Analysis
Validity refers to the degree to which the measuring tool can effectively measure the characteristics to be measured. It refers to the degree to which the questionnaire can accurately measure the variables to be measured. By measuring the validity, the accuracy of the measured results can be effectively estimated. The evaluation of validity is mainly reflected in the KMO value, which is between 0 and 1. When the value of KMO is greater than 0.9, the structure validity is very good. A value between
0.7 and 0.9 indicates good validity. A value of 0.6-0.7 is general and a value less than
0.6 is unacceptable.
The following is the KMO test of the data. According to the results, the KMO value is 0.799, indicating that the structural validity of the questionnaire is good.
7.2.2 Correlation Analysis
Correlation analysis refers to the analysis of two or more variables with correlation, so as to measure the degree of correlation between two variables. In this paper, Pearson 27 correlation coefficient is mainly used for correlation analysis. If the P value of significance is greater than 0.05, there is no correlation; if the P value is less than 0.05, there is a correlation.
According to the correlation analysis in the following table, there is a significant correlation between perceived mobility and perceived usefulness (P<0.05), and the corresponding regression coefficient is 0.757. Perceived usefulness, perceived ease of use and perceived risk are significantly correlated with experience satisfaction (P<0.05), and the corresponding correlation coefficients are 0.430, 0.442 and -0.382. There is a significant correlation between experience satisfaction and continuous use intention (P<0.05) and the corresponding correlation coefficient is 0.555.
7.2.3 Regression Analysis
The effect of perceived mobility on perceived usefulness. On the basis of significant correlation analysis, the relationship between various variables is further studied. Firstly, researchers conducted regression analysis with perceived usefulness as the dependent variable and perceived mobility as the independent variable.
From the model population parameter table, it is can be known that the regression equation can explain 56.9% of the total variation, and the corresponding Anova F value is 158.168, reaching a very significant level (P<0.05). According to the regression coefficient and significance test table, perceived mobility has a significant positive effect on perceived usefulness (P<0.05) and the corresponding regression coefficient is 0.847.
7.2.4 The Influence of Perceived Usefulness, Perceived Ease of Use and Perceived
Risk on Experience Satisfaction
Researchers conducted regression analysis with experience satisfaction as the dependent variable, perceived usefulness, perceived ease of use and perceived risk as
28 the independent variables.
From the model population parameter table, it is can be known that the regression equation can explain 29.1% of the total variation, and the corresponding Anova F value is 17.289, reaching a very significant level (P<0.05). Through the regression coefficient and significance test table, it is can be known that perceived usefulness, perceived ease of use, perceived risk has a significant influence on experience satisfaction (P < 0.05). The corresponding regression coefficients are 0.280, 0.217, 0.245. The perceived usefulness, perceived ease of use has positive influence to experience satisfaction. The perceived risk has a negative effect on experience satisfaction.
7.2.5 The effect of experience satisfaction on continuous use intention
Researchers conducted a regression analysis with continuous use intention as the dependent variable and experience satisfaction as the independent variable
According to the model population parameter table, it is can be known that the regression equation can explain 30.2% of the total variation, and the corresponding Anova F value is 52.404, reaching a very significant level (P<0.05). As can be seen from the regression coefficient and the significance test table, experience satisfaction has a significant positive effect on the intention of continuous use (P<0.05), and the corresponding regression coefficient is 0.508.
According to the above regression analysis of the influence relationship among various variables, it is comprehensively obtained the hypothesis conclusion as shown in the following table:
Numbering Hypothesis Conclusion
H1 Perceived mobility has a positive effect on perceived usefulness. Confirmed
H2 Perceived usefulness has a positive effect on experience satisfaction. Confirmed
H3 Perceived ease of use has a positive effect on experience satisfaction. Confirmed
H4 Perceived risk has a negative impact on experience satisfaction. Confirmed
29
H5 Experience satisfaction has a positive effect on continued use willingness. Confirmed
7.3 Qualitative Analysis
In this part, the research selects all participants who have used both Alipay and Swish to complete some more questions. The purpose is to achieve the comparative study and compare the advantages and disadvantages of the user experience of the two E-payment platforms.
The first question is: When you are facing payment platforms of Alipay and Swish, which one is your first choice? There are 80.3% of the interviewees chose Alipay and 19.7% people for Swish. The big data gap demonstrates the obvious advantage of Alipay in user preference. The research has further inquired about this issue.
The second question is: Why do participants prefer this payment platform? This is a multiply choice question. The result shows that 68.6% of the interviewees choose the platform because it is more popular. There are 30.7% of respondents showing that the platform has lower risks and 62% of the interviewees choose the platform because it is simpler and easier to use. Finally, there are 62.8% of respondents prefers certain platform due to its more usefulness for their life.
From here, it can be seen that people’s first choice for platform is based on its popularity, followed by the applicability of the electronic payment platform and the degree of its importance for their life. The last point of why people choose one of the E-payments is that the risk of the platform is comparatively lower.
In the next question, the researchers ask the participants who have used both two payment platforms to briefly write down some words on the advantages and disadvantages of the two platforms.
In the relevant description of Alipay, the frequent written advantage is the affirmation of Alipay’s applicability and accessibility. In the eighty-one answers which have been submitted and collected, there are twenty-nine people mentioned that 30
Alipay’s advantages are “easy to use” and “fast”. Based on the high popularity of Alipay in China, the advantage of applicability and accessibility has been stood out. All people’s bills can be associated with the Alipay platform and the payments can be completed quickly and directly on mobile phones.
Interestingly, the advantage of Alipay is also mentioned to be related to the fact that there are a lot of promotion activities offered on the Alipay platform.
In the eight-one surveys submitted, in order to elaborate Alipay’s advantages, there are fourteen people mentioned that the Alipay platform provide a large number of promotion activities. Since Alipay has slowly penetrated into people’s life in China and some Asian countries, Alipay designed a large number of promotion games in order to attract more and more users and offer a better consumer experience. To adopt a model of reward mechanism and encourage people to bring concessions to their Alipay consumption in a certain way, these games are simple and can be quickly started, which makes people more willing to consume through Alipay. In other words, based on consumption via Alipay, you may enjoy a variety of benefits which are exclusive and identical to Alipay. These concessions bring enthusiasm to people’s consumption.
Alipay’s community and online platform are also mentioned. There are seven respondents mentioned that Alipay’s advantage lies in the established community and online platform. They work with the local market, as large as various brands and as small as various vendors, and an entire payment system has been established. In addition to such communities, three of the seven participants also mentioned the social media platform. Alipay has also started to build a social media platform in recent years. Via this social media platform, you can establish certain social relationships with other people after certain consumption and complete some games together.
Among the participants, eighteen people mentioned the high popularity of Alipay. In addition to offline shopping, online payment is also fully connected with online shopping. Online shopping can be paid with Alipay platform.
31
In addition to the advantages mentioned above, some of Alipay’s derivatives are also the advantages that participants believe Alipay has. Huabei is one of the products. In the questionnaire submitted, two people mentioned that Huabei and thought it was one of the main reasons why they chose Alipay platform to complete their payment. Huabei is a consumer credit product under Alipay. When users apply for activation of Huabei, they will get a consumption credit ranging from 500 RMB to 50,000 RMB according to users’ credit record. When users are doing their payment, they can first consume the consumption credit they get and repay the payment slowly afterwards This product has greatly increased the dependence of many users on the Alipay platform, and increased user viscosity.
Also mentioned by two people is the annual consumption summary service offered by Alipay platform. The annual consumption report of Alipay platform is designed to let the users aware how much their overall consumption is, as well as of which how much is spent on different goods such as food, clothes, books, etc. at a glance.
Although the advantages of Alipay are many and clear, the disadvantages that participants worry about are also obvious. The most obvious point is that among the participants and there are eight people believe that Alipay is risky. Among them, three people doubted about Alipay’s risk level and some people suggested that Alipay’s secret-free payment function would bring risks to a certain extent.
In addition, there are five people mentioned that Alipay’s accessibility and popularity in other countries are not enough. In Europe, especially in the Nordic countries, Alipay's popularity as an international product is not fully realized.
At the same time, it has also been suggested that digitized wealth will stimulate people’s excessive consumption, which is also one of the negative effects brought by electronic consumer platforms
In contrast, Swish has more people supporting its risk control. There are five people mentioned the advantages of Swish. They point out that Swish is safer because of the
32 high linkage with the bank, and all of its transactions are transferred through the bank. People’s credit to Swish is relatively high.
In addition, there are three people mentioned that Swish’s popularity in the local area is quite high. People transfer money to other people via phone numbers, which is convenient and fast. Also, the payer can see the information of the payee, making people feel certain safe tie between each other. The simplicity of the transaction has also been pointed out. It is worth mentioning that Swish has recently introduced the use of QR codes to pay utility bills, which is similar to Alipay’s payment function.
In the submitted answers related to Swish, there are fifteen people mentioned that Swish is very convenient and fast, the design is simple and clear, and it is quick to get started. Having a very good UI design is one of the advantages of this online payment platform. And there are no excessive interfaces. Comparatively speaking, Alipay as a payment platform has too much content, and not all users can accept it and have a good tolerance.
Among the submitted answers, three people suggested that Swish was not concise enough to connect with the bank ID, the transaction procedure was too complicated and the waiting time was long. This is a relatively weak part for Swish.
In addition, although some people prefer Swish’s individual-to-individual payment system, others also believe that such a system has certain security risks. Three people suggested that when they could directly see their personal information during the transfer process, including their names and phone numbers, they felt worried about the leakage of their information. In the transfer process, there are no certain prompts for large transfers, which is also one of the hidden dangers.
8. Conclusion
The emergence of E-payment services provides a win-win opportunity for users and merchants. On the one hand, E-payment platforms provide users with a more
33 convenient and faster payment experience. On the other hand, in China, merchants using E-payment services attract more customers through the platform’s advertising and bring more benefits. E-payment will continue to change people’s consumption habits and lifestyle through convenient, fast and efficient business models and services.
The study selects the field of E-payment as the research object. After reviewing literature of related fields, the study decides base on the TAM model.
By referring to the academic achievements of pertinent risk theory and other related researches and combining the characteristics of the E-payment platform, the user experience model for E-payment platform is proposed. Based on the experience model of the E-payment platform, the research designs a reasonable questionnaire and distribution questionnaires online. Finally, the study conducts analysis of the collected data combined with the model.
The study explores the key factors that hinder the popularization and promotion of E-payment services in order to provide targeted suggestions for removing obstacles to the development of the E-payment industry in China and Sweden.
8.1 Research Conclusion
The empirical analysis shows that the factors of perceived mobility, perceived usefulness perceived ease of use and perceived risks can affect experience satisfaction of users. Among these factors, perceived mobility has a significant positive impact on perceived usefulness. Factors of perceived usefulness and perceived ease of use also has a significant positive impact on experience satisfaction. Meanwhile, the experience satisfaction will have a positive effect on user's willingness to continue to use the E- payment platform. In contrast, the factor of perceived risks has a significant negative effect on user experience satisfaction.
The results of comparative research show that Alipay has more advantages than swish in terms of ease of use and usefulness. Users believe that the platform of Alipay
34 is more popularity and it is more convenient to use. At the same time, Swish and Alipay both have certain security risks, which make users feel unsafety.
8.1.1 Perceived Mobility Has a Significant Positive Impact on Perceived
Usefulness
Perceived usefulness has a significant positive impact on satisfaction experience. Empirical analysis results show that perceived mobility (0.847, p<0.05) has a significant positive effect on the usefulness experience. The useful experience (0.280, p<0.05) has a significant positive effect on the user's perceived experience satisfaction and has been fully verified.
The higher the convenience that the mobility brings to the user’s life, the higher the user experience satisfaction. The user’s willingness to continue using the E-payment platform also will be stronger. Compared with traditional payment services, the greatest advantage of E-payment is the ability to complete payments quickly and easily whenever and wherever possible. For an efficient E-payment platform, being able to complete tasks fast and efficiently has a great impact on the user's perceived usefulness.
Service providers of E-payment platforms need to focus on users and deeply explore the types of E-payment services that users need. At the same time, the E- payment platform should fully investigate the market demand of E-payment and the needs or habits of users to provide different personalized services for different user groups.
The prerequisite for users can complete payment anytime, anywhere is the popularity of network-connected devices. Guarantee the smoothly network connections can improve the user's experiences of perceived mobility. For economically developed countries or cities, the popularity of mobile Internet and the comprehensive coverage of wireless networks can support users to complete payment. However, in some underdeveloped cities, incomplete network connection infrastructure is undoubtedly an 35 obstacle to the popularization of E-payment platform. Therefore, when providing E- payment services to users in less developed regions such as rural area in China, mobile operators, banks and third-party payment platforms need to further strengthen cooperation.
8.1.2 Ease of Use Experience Has a Significant Positive Impact on User
Experience Satisfaction
The article verifies that the ease of use experience (0.217, p <0.05) has a significant positive effect on user experience satisfaction. The less time it takes to learn the operate of E-payment platform and the less effort of user’s take, the higher the user's experience satisfaction. Therefore, for banks and third-party payment platforms, it is necessary to build a win-win business model, make full use of the respective business advantages of both parties and thoroughly explore the needs of users in all aspects to eliminate users' bad experiences.
8.1.3 Perceived Risk Has a Significant Negative Effect on User Experience
Satisfaction
The negative impact of perceived risk on user experience satisfaction has been verified. Perceived risk directly affects the user’s experience satisfaction. The satisfaction is the main factor that affects the user's continued use willingness and indirectly affects the user’s willingness to continue to use.
The empirical results show that perceived risk has a significant negative effect on the user experience satisfaction of E-payment platforms. Security risk is the main risk in the process of using E-payment. Security is the foundation of any E-payment platforms. But for users, security is not just limited to monetary losses. Users need a secure payment environment. Therefore, while expanding the payment service scenario, the platform should also pay attention to tracking the progress of customers' transactions. The E-payment platform can through creating a secure payment
36 atmosphere through real-time transaction transactions and clear system status display, thereby eliminating user concerns about the use of new technology and gradually building user trust in E-payment system to cultivate the habit of using E-payment. All parties in the E-payment industry chain should make a concerted effort to provide users with a low-risks and more safety payment environment.
9. Discussion
9.1 Recommendations and Suggestions for E-payment Platforms
As a new type of e-commerce model, E-payment has broader business prospects. For E-payment platforms, opportunities and challenges coexist. E-payment has the characteristics of convenience, flexibility and high risks. Different from traditional e- commerce activities, these characteristics have both advantages and disadvantages for users to adopt E-payment services. On the one hand, the convenience and flexibility of E-payment services improve the user’s life and work efficiency. On the other hand, E- payment platforms providing new payment method for offline merchants has not attracted more customers.
However, the high-risk characteristics also bring a lot of concerns for users to choose to use E-payment platforms. E-payment platforms need to eliminate concerns from consumers in order to better popularize E-payment services. Therefore, all parties in the E-payment business industry chain must work together and exert their own advantages to create a safe payment environment for users. This can allow users to form a habit of using E-payments at any time, increase user stickiness and benefit all participants in the industry chain.
9.1.1 Improvement of the Usefulness
At present, the competition in the E-payment market is extremely fierce. Enhancing the useful experience of users of E-payment platforms requires the cooperation of all parties in the industry chain. For the third-party E-payment platform
37 operators, in order to develop steadily in a market environment where homogeneous products are highly competitive, E-payment platforms must ensure that products or services have differentiated advantages.
The convenience of E-payment and great user experiences are the main effort directions of E-payment platforms. The development of the market is inseparable from the user’s recognition. First of all, it is necessary to improve the user’s awareness of the E-payment platform and expand the influence of the payment platform. By formulating appropriate publicity strategies, the E-payment platform can increase the great image of the platform in consumers’ minds and customer experiences. By enabling users to experience the convenience brought by the E-payment platform to their lives and work thereby gradually cultivate the user’s usage habits. At the same time, it is also important to expand cooperative merchants. Reducing individual customer costs can effectively resolve related hardware expenses.
From the perspective of platform partners, merchants can be various types such as websites, supermarkets, movie theaters, etc. First, merchants should be able to provide quality services to users. Merchants should be able to operate E-payment platforms proficiently. Also, merchants should be able to give correct guidance to users who are not familiar with using E-payments in order to provide quality services to users.
9.1.2 Improvement of Ease of Use
The result shows that consumers’ experience satisfaction is positively related to the ease of use. Therefore, for E-payment platforms, operators can improve consumers’ experience satisfaction by improving consumers’ perception of usability. At the same time, consumer experience satisfaction is an important factor that affects the user’s continued willingness to use, which will increase the user’s stickiness.
The payment platform should simplify the payment process. The simple operation process and clear interface can reduce the users’ learning cost of using E-payment platforms and enhance the attractiveness of E-payment to users.
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At the same time, an important factor that affects the ease of use of the platform is the stability of the network connection. When payment is interrupted or Payment difficulties due to unstable network connection, this will not only affect the usability experience of the platform, but also invisibly increase the user's psychological security. Therefore, platform should interact well with mobile operators to continuously improve the usability experience of the platform. This is undoubtedly will promote the popularity of E-payment.
9.1.3 Reducing User’s Perceived Risk
A crucial factor that affects consumers’ acceptance of E-payment services is the security. From the perspective of users, security is undoubtedly more important than convenience in E-payment services. In order to ensure the security of the E-payment, it requires comprehensive cooperation of national laws, payment technology and individual users.
First of all, the standard of E-payment is crucial to the development of the industry. Secondly, every aspect of the E-payment business, including clients, terminals and platforms must ensure the security of users in the payment process. Thirdly, the country needs to formulate relevant laws and regulations and strengthen supervision to ensure the rights and interests of users. Finally, users should be wary of impersonation and fake websites when using E-payments.
The user should enable the password protection of the mobile phone device and set a higher security level payment password. Although the automatic saving function of the mobile phone account is convenient and time-saving, it also hides some risks. The study recommends that users should not save password information automatically by default.
Users may choose not to use E-payments because they are worried about the risk of losing phones. This is a sign that potential users do not understand E-payment services. After the mobile phone is lost, the platform will provide users with a complete
39 set of account protection processes, such as freezing the account of E-payment platform or temporarily canceling the fast payment services.
Furthermore, for Alipay users, they should choose the bank’s official website or Union Pay online for transaction. Users also should ensure the security of receiving the verification code and do not leak it to others. For Swish users, they should confirm whether the OCR number or personal account is correct.
Therefore, in order to promote and popularize E-payment services, the platform needs to provide users with a safe and reliable payment technology. eliminate users' concerns about new technologies through a good payment experience. By continuously building users' trust in the platform to reduce users' perceived risks. Meanwhile, using the advantages of safety, reliability, convenience and efficiency to increase users' willingness to continue to use.
10 Implications
10.1 Theoretical implications
With the development of E-payment, existing researches mainly focus on qualitative research on business model of E-payment industry and the development status of E-payment industry. There are many quantitative researches on influence factors of user adoption and acceptance behavior of the E-payment and the analysis of influence factors of users’ willingness to use. By contrast, there are relatively few studies on the continued use willingness of E-payment platform users. Existing research is only to study user experience from the perspective of E-payment product designers and lacks to study experience satisfaction from the perspective of user experience. The study will combine the experience economy era, consider the user experience of the E- payment platform from before use to after use and establish a theoretical model of the user experience of the E-payment platform. This complement and improves the current research and enrich the user experience satisfaction theory of E-payment platforms.
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The technology acceptance model (TAM) is currently the most widely used model in the field of technology acceptance. It can clearly explain the main factors affecting user acceptance and is often introduced into other related fields. However, due to the new technology of E-payment have their own characteristics, directly applying the technology acceptance model to study the E-payment has great shortcomings. It is necessary to explore a more complete model based on the characteristics of the research object. Based on the theoretical basis of TAM and combining the E-payment platform's use characteristics, the study integrates factors such as perceived mobility and perceived risk to propose a theoretical model of user experience of E-payment platform. At the same time, the study conducts research on the influencing factors of perceived mobility before use; perceived usefulness, ease of use and perceived risk in use and comprehensive experience satisfaction after use. The key influencing factors of user experience satisfaction of E-payment platform are obtained, which provides the reference value for future research.
10.2 Practical implications
In the era of experience economy, customer experience satisfaction has become a key factor that affects users' willingness to continue to use. For the new information technology application of E-payment, the quality of user experience has undoubtedly become an important factor that restricting the penetration of users of enterprise products. Compared with traditional payment methods, E-payment platforms can provide users with services anytime and anywhere. E-payment successfully meets the user’s demand for mobility in the mobile Internet environment and has a broad market prospect. How to promote the popularization of E-payment and improve the user experience in order to retain existing customers and attract potential customers will become an urgent problem that need to be solved in the field of E-payment. Therefore, the research in the study also has an important practical significance.
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The study explores the usage of E-payment platform from the perspective of user experience and studies the factors that affect user experience. Research can also provide a reference value for expanding the brand awareness of E-payment platforms, accelerating the popularity of E-payment services and promoting the positive development of mobile e-commerce. Through the empirical research on the user experience of the E-payment platform in this article, it can be found where the E- payment platform fails to meet the needs of users and provide some decisions reference for improving the service quality of the E-payment platform.
11. Limitation and Future Research
11.1 Limitation
This research focuses on the user experience of e-payment platforms. Due to the limitations of some objective conditions, the E-payment industry is still constantly developing. There are limitations in terms of research content and sample collection.
11.1.1 The Limitation of Research Content
In the field of E-payment, there are many views on the satisfaction of user experience, such as multiple operating models, security risk control and e-payment platform system optimization, etc. This study is mainly aimed at individual users of e- payment platforms through the perceptions of perceived mobility, usefulness, ease of use and risks to analysis how these factors affects user experience satisfaction. However, there are some factors such as government support, platform reputation can also directly affect the user’s satisfaction and continued use. This study does not discuss these factors in depth.
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11.1.2 The Limitation of Research Sample
Researchers distributed the questionnaires on some social media platforms such as Facebook and WeChat. A total of 218 questionnaires are collected, including 180 valid questionnaires. The sample size is not really large.
Meanwhile, the age group of research samples is mainly concentrated between 18 to 35 years old. Because they are the main users of E-payment. Although the selection basis is reasonable, the sample is still not enough to fully represent the user groups of all age ranges, which makes the research having the certain limitation.
However, the diversity of selected samples also has some limitations. This study focuses on the platform of Alipay and Swish. Although the two platforms are mainly used in China and Sweden, researchers still try the best to collect the opinions of users in different countries for the diversity of sample. Even so, most of the samples are Swedish or Chinese, which brings some limitations to the diversity of the samples.
11.2 Future Research
This study mainly focuses on the E-payment platform user experience. In the process of research, there some perspectives are found that can be studied in depth. In future research, the investigator can further refine the research from the following aspects.
11.2.1 In-depth Analysis of Influencing Factors.
The technology of e-payment is gradually maturing in Sweden and China. Also, the convenient and efficient service provided by mobile payment has been recognized by many users. In the future research, researches can try to add more factors such as previous use experience, social impact, policies and regulations to explore in depth the factors that affect the experience satisfaction of E-payment platforms.
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11.2.2 Add Research Variable Dimensions
This research studies the satisfaction of user experience on e-payment platforms. The quality of satisfaction directly affects the user’s choice and willingness to continue to use. In the future research, it is recommended that the researchers can consider more factors such as usage patterns, emotional experience factors. In this way, the factors that affect the user experience of the mobile payment platform can be obtained in a comprehensive and systematic manner.
11.2.3 Expand the Scope of the Research Object
The research objects selected in this study are mainly young people. Because they are the main users of E-payment platforms. The sample space of middle-aged and elderly groups is relatively small, the sample type is also relatively narrow. It is suggested that future researchers can expand the scope of the survey to user groups of different age levels in the future research. It will not only ensure the extensiveness of the sample data, but also makes the conclusions of the study more universally applicable.
12. Ethical Thinking
In order to make this study more ethically, firstly, all of respondents are required to be sure to be willing to participate in the survey. The researchers will also indicate in the questionnaire where the data goes and how to protect the privacy of the participants. The data collected will be only used in this study, but the analysis can possible provide some further support for similar online payment companies in the future. The questionnaire is anonymous and voluntary. In the process of completing the
44 questionnaire, if interviewees feel any discomfort, they can withdraw from the questionnaire at any time without providing a complete answer. Issues related to nationality or religious belief will be avoided in the design to ensure that participants’ psychology is not in danger and will not be harmed. At the same time, contact information of the researchers will be provided and the interviewees can contact the researchers at any time to know where the data is going. All the data will be used openly and transparently and emphasize the privacy of the interviewees.
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Appendices
Table 1.1: Technology Acceptance Model (Fred D. Davis, 1986).
Table 1.2 The Innovation Diffusion Theory (Rogers, 1995)
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Table 1.3 Unified Theory of Acceptance and Use of Technology (Venkatesh; Michael; Gordon; Fred, 2003)
Table 1.4 User Experience Model for E-Payment Platform
Before use In use
After use
Perceived Perceived of Mobility Usefulness
Perceived Experience User’s Willingness Ease of Use Satisfaction to Continue to Use Perceived Risks
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Table 1.5 Basic information descriptive statistics
Frequency Percentage Gender male 86 47.8% female 94 52.2% Age 18-24 41 22.8% 25-35 97 53.9% 36-59 42 23.3% Have you used a payment platform for I have used Alipay. 60 33.3% payment? I have used Swish. 60 33.3% I have used both of them. 60 33.3% How much will you pay through the 1000 kr 21 17.5% mobile payment platform every 1000-3000 kr 44 36.7% month? 3000-8000 kr 43 35.8% 8000-15000 kr 6 5.0% 15000 kr and upward 6 5.0%
Table 1.6 Reliability Statistics
Cronbach's Alpha Number of items .757 16
Table 1.7 Cronbach ’s α value of each variable
Cronbach’s a Number of items Variable coefficient Perceived Mobility 0.738 2 Perceived Usefulness 0.832 3 Perceived Ease of Use 0.826 2 Perceived Risks 0.825 4 Experience Satisfaction 0.909 2 Users’ Willingness to Continue to Use 0.901 3
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Table 1.8 KMO & Bartlett Test
Kaiser-Meyer-Olkin measure with sufficient sampling .799 degree
Approximate chi-square 1355.370 df 120
Sig. .000
Table 1.9 Correlation analysis of various variables
User’s willingness to
Perceived Perceived Perceived Perceived Experience Continue to Mean Std. Mobility Usefulness Ease of Use Risks Satisfaction Use
Perceived 4.6000 .52099 1
Mobility
Perceived 4.5944 .58328 .757** 1 Usefulness
Perceived Ease 4.5417 .71474 .587** .693** 1 of Use
Perceived Risks 2.3833 .86051 -.168 -.165 -.217* 1
Experience 4.4083 .71002 .400** .430** .442** -.382** 1 Satisfaction
User’s 4.5611 .65105 .531** .555** .389** -.248** .555** 1 Willingness to
Continue to Use
*P<0.05; *P<0.01
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Table 1.10 ANOVA
Adjusted Model R R square R-Square Std. Error F Sig.
1 .757a .573 .569 .38288 158.168 .000a a. Predictors: (Constant), Perceived Mobility.
Table 1.11 Regression Coefficient and Significance Coefficient Test
Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) .697 .312 2.235 .027 Perceived .847 .067 .757 12.576 .000 Mobility a. Dependent Variable: Perceived Usefulness.
Table 1.12 ANOVA
Adjusted Model R R-Square R-Square Std. Error F Sig.
1 .556a .309 .291 .59781 17.289 .000a a. Predictors:(Constant), Perceived Risks, Perceived Usefulness, Perceived Ease of Use
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Table 1.13 Regression Coefficient and Significance Coefficient Test
Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) 2.720 .501 5.430 .000 Perceived .280 .130 .230 2.151 .034 Usefulness Perceived Ease of .217 .107 .218 2.019 .046 Use Perceived Risks -.245 .065 -.297 -3.752 .000
a. Dependent Variable: Experience Satisfaction
Table 1.14 ANOVA
Adjusted Model R R-Square R-Square Std. Error F Sig.
1 .555a .308 .302 .54406 52.404 .000a
a. Predictors: (Constant), Experience Satisfaction.
Table 1.15 Regression Coefficient and Significance Coefficient Test
Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) 2.319 .314 7.396 .000 Experience .508 .070 .555 7.239 .000 Satisfaction a. Dependent Variable: User’s Willingness to Continue to Use.
Table 1.16 Hypothesis test result 54
Numbering Hypothesis Conclusion
H1 Perceived mobility has a positive effect on perceived usefulness. Confirmed H2 Perceived usefulness has a positive effect on experience satisfaction. Confirmed H3 Perceived ease of use has a positive effect on experience satisfaction. Confirmed H4 Perceived risk has a negative impact on experience satisfaction. Confirmed H5 Experience satisfaction has a positive effect on continued use willingness. Confirmed
Chart 1.17 The proportion of the gender of respondents
Chart 1.18 The proportion of the age of respondents
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Chart 1.19 The proportion of e-payment platform have used by respondents
Table 1.20 The questionnaire of research.
Basic questions for all Answer options respondents.
Q1 What's your gender? Male or Female.
Q2 What’s your age? 18-24
25-35
35-59
Have you ever used any e- Q3 payment platforms to I used Alipay. complete the payment? I used Swish.
I used both of them.
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Questions for users who Single choice (degree 1 to 5). only used Alipay or Swish.
When I am outside, I can use Degree 1 to 5 (strongly disagree to Q4 mobile phone or other types strongly agree). of electronic mobile devices to complete payment through the e-payment platform.
I think mobility is the most Degree 1 to 5 (strongly disagree to Q5 typical advantage of the e- strongly agree). payment platform
E-payment platforms Degree 1 to 5 (strongly disagree to Q6 improve my life. strongly agree).
Using an e-payment platform Degree 1 to 5 (strongly disagree to Q7 enables me to complete strongly agree). various transactions or purchases faster.
Using an e-payment platform Degree 1 to 5 (strongly disagree to Q8 can reduce the inconvenience strongly agree). of cash or credit card payments
For me, the operations related Degree 1 to 5 (strongly disagree to Q9 to e-payment platforms are strongly agree). really easy.
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For me, it is easy to learn the Degree 1 to 5 (strongly disagree to Q10 operation process of an e- strongly agree). payment platform.
Compared with the traditional Degree 1 to 5 (strongly disagree to Q11 payment method such as cash strongly agree). or credit card, through e- payment platforms to complete the payment make me feel nervous or anxious.
Using e-payment platform Degree 1 to 5 (strongly disagree to Q12 may cause financial losses. strongly agree). For example: the system may deduct exceed amounts than actual consumption. Or charging service fee in transactions.
When using e-payment Degree 1 to 5 (strongly disagree to Q13 platforms, there are some strongly agree). security issues will generate. For example: when showing a QR code for payment, the money may be stolen to withdraw cash or pay by others due to exposuration of the individual QR code.
Using e-payment platform Degree 1 to 5 (strongly dissatisfied to Q14 may causes some security strongly satisfied).
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issues such as victimized by some individual information theft
After using e-payment Degree 1 to 5 (strongly dissatisfied to Q15 platform, I feel satisfied strongly satisfied).
After using e-payment, I feel Degree 1 to 5 (strongly displeased to Q16 pleased strongly pleased).
If I feel satisfied and pleased Degree 1 to 5 (strongly displeased to Q17 after I use an e-payment strongly pleased). platform, I would like to use e-payment as a common payment method.
If I feel satisfied and pleased Degree 1 to 5 (strongly disagree to Q18 after I use an e-payment strongly agree). platform, I would like to recommend the e-payment platform to my friends.
If I feel satisfied and pleased Degree 1 to 5 (strongly unwilling to Q19 after I use an e-payment continue use to strongly willing to platform, I would like to continue to use). continue to use this e- payment platform.
Questions for users who both used.
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Which e-payment platform is Alipay or Swish. Q20 your first choice?
Briefly answer. Q21 What are advantages and disadvantages of Alipay?
Briefly answer. What are advantages and disadvantages of Swish?
Why you prefer this e- • Because this platform is more popular. Q22 payment platform. Because this platform has lower risks. • • Because this platform is easier to use. • • Because this platform is more helpful to my life.re helpful to my life.
Please sorting between • Q23 electronic payment, cash payment and credit card payment.
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