Year-end Sale % OFF 
Abstract
An anonymous transaction environment and the advantage of virtual property have resulted in trust playing an important role in the rapid growth of online shopping in China. To satisfy this trust issue, Alibaba (China) Co., Ltd. (Hangzhou, China) invented Alipay, the largest third-party online payment service. Using a structural equation model (SEM), this paper attempts to determine whether Alipay’s service quality factors are truly sustainable. The results indicate that only two of five factors—convenience and security—are significantly mediated by the sustainable performance of customer satisfaction as a mediator. The other three factors—usefulness, responsiveness and economy—were rejected for the role of customer satisfaction, even if they are accepted regarding the direct effect on reuse intention. This result implies that Chinese web companies need to make greater efforts not to ensure initial success, but instead to ensure sustainable performance.
Highlights
In recent years, China has experienced significant achievements in all industries and e-commerce
To test the model fit, we used a number of goodness-of-fit indices recommended by many researchers, including (1) a normalized chi-square [ χ2 ]; (2) the goodness-of-fit (GFI); (3) the root mean square error of approximation (RMSEA); df (4) the comparative fit index (CFI) and (5) the incremental fit index (IFI) [26]
This study examined the influence of dynamic trust on social e-commerce based on the web marketing mix theory
Summary
China has experienced significant achievements in all industries and e-commerce. The leader of the Chinese e-marketers, invented Kwangkunjie (Single’s Day), one-day online sale on November 11 that is similar to black Friday after Thanksgiving in the United States On this double eleven day, Alibaba’s total turnover from all of its platforms has been 91.2 billion Yuan (US$13.68 billion), which involved 232 countries and 467 million logistics orders. Alipay charges no transaction fees and provides an escrow service that enables consumers to verify their satisfaction with the goods they purchased before releasing money to the seller. This service is critical because it gives consumers guaranteed intermediation by an authorized third party, a necessity given China’s weak consumer protection laws and regulations. Alipay is much more attractive to customers given its integrated one-stop multi-user-friendly services
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