Sustainable Development Of TPMP-an Analysis Of Influencing Factors Of Consumers' Reuse Intentions Of Alipay

The Third-Party Mobile Payment(TPMP)is a way for consumer to make payment through a third-party operating platform,which is independent of banks or mobile operators.With the development of e-commerce and online shopping,third-party mobile payment as one of the most important payment method has become increasingly prevalent among consumers.Comparing with others,Alipay enjoys an astonishing development.And it has caused lots of researches of third-party mobile payment.In earlier studies,researches are mainly focused on problems such as safety,integrity,legal supervision,capital usage and profitability.Recently,some scholars have gradually begun to studytopics such as user's satisfaction and use intention,etc.However,there are limited researches on consumers' willingness of platform re-use.According to the studies on ecommerce marketing and network management,there are lots of factors that affect consumers' willingness to use: user experiences,usefulness,convenience,security,responsiveness,economy and so on.However,under the conditions of third-party mobile payment,these factors have an impact on the willingness to use,but whether it still affects the consumer's willingness to re-use need to be further studied.Overall,based on studies of the biggest third-party mobile payment-Alipay,this research is aim to explore the factors that affect consumer's willingnesstore-useon the condition of third-party mobile payment,which influences the sustainable development of TPMP.Based on previous researches,this study analyzes the relevant theories and characteristics of the third-party mobile payment.Through the theory of service quality,it studies whether the five factors that affect consumers' willingness to re-use(usefulness,convenience,economy,responsiveness,security)have an impact on sustainable development of Alipay.At the same time,according to the theory of customers' satisfaction and the theory of willingness to use,it is explored that to what extents do these five factors has influenced consumers' willingness to re-use.And the consumers' satisfaction has been taken as the mediator in this research.The Alipay is taken as a salient example to prove the theoretical model by real evidence.And it shows that the five factors(usefulness,convenience,safety,responsiveness and economy)have a positive effect on consumers' intention of re-use in direct modeling,among which the influence of usefulness is lower than the other four factors.When it is studied with the mediator of consumers' satisfaction,two factors-convenience,safety-stand out with a remarkable influence on re-use intention of consumers,whereas the other three factors(usefulness,responsiveness,economy)do not play a role in customers' satisfaction according to the survey.In conclusion,based on the results of this research,it raises the problems and provides suggestions accordingly concerning the sustainable development of Alipay in the future and better satisfy the need of consumers and maintain repeated usage of the platform.Meanwhile,there are still limitations of this study and a prospect of researches in this field has been put forward.