第三方支付外文文献翻译.docx

1、第三方支付外文文献翻译外文文献翻译原文及译文标题： Reuse Intention of Third-Party Online Payments: AFocus on the Sustainable Factors of Alipay 作者： Yongrok Choi, Lili Sun 其月干丨J: Sustainability，第8卷，第2其月年份：2016 字数：译文4000多字原文Reuse Intention of Third-Party Online Payments: A Focus on theSustainable Factors of AlipayYongrok Choi，

2、Lili SunAbstractAn 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

3、 online payment service. Using a structural equation model (SEM), this paper attempts to determine whether Alipays service quality factors are truly sustainable. The results indicate that only two of five factorsconvenience and securityare significantly mediated by the sustainable performance of cus

4、tomer satisfaction as a mediator The other three factorsusefulness，responsiveness and economywere 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

5、to ensure initial success, but instead to ensure sustainable performance.Keywords: third party payment service; structural equation modeling; reuse intention; China; AlipayIntroductionIn recent years, China has experienced significant achievements in all industries and particularly e-commerce. Aliba

6、ba, the leader of the Chinese e-marketers，invented Kwangkunjie (Singles Day), and one-day online sale on November 11 that is similar to black Friday after Thanksgiving in the United States. On this double eleven day, Alibabas total turnover from all of its platforms has been 91.2 billion Yuan (US$13

7、.68 billion), which involved 232 countries and 467 million logistics orders. These figures represent the world record for single-day online transaction volume 1 Alibabas significant success on Kwangkunjie may have resulted from the most successful intermediation of Alipay, the third-party online pay

8、ment system that it launched in China in 2004. 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 inte

9、rmediation by an authorized third party，a necessity given Chinas weak consumer protection laws and regulations. Its pro-activeness makes Alipay a unique payment-related service; for example，relative to ILSbased Paypals simple third-party payment service，Alipay provides guarantees for transactions. A

10、lipay also provides enhanced online payment functions through integrated diverse functions, such as for mobile games, movies and others. In contrast, Samsung Pay in Korea simply provides flexible payment services. Alipay is much more attractive to customers given its integrated one-stop multi-user-f

11、riendly services. Chinas third-party online payment volume increased to approximately eight trillion Yuan (US$1.2 trillion) in 2014，with growth of 50.3% compared to 2013. Alipay has led this rapidly increasing growth in third-party online payments, with a 49.6% market share or 3-87 trillion Yuan, as

12、 shown in Figure l. More than 300 million people in the world use Alipay for payment services at Taobao and Tmall, as well as at many offline stores. Alipays strong escrow support enabled Alibaba to rapidly increase its online market share in China, and other followers effectively enabled consumers

13、in this large country to integrate online shopping with online payments and logistics through one-source, multi-channel transactions. In 2013, Alipay launched a financial product platform called Yuebao that enables Alipay users to deposit any remaining money in an account and earn interest. This int

14、erest-yielding new invention by the third-party payer made Alipay the leader in this e-business new frontier.Currently，Alipay provides both third-party escrow guarantees on online transactions and interest on the unused portion of an Alipay account In addition to these direct support services for on

15、line shopping, many more applications exist for Alipay users who frequently visit diverse game and other entertainment sites and for users engaged in informative community activities. Alipay began as an online shopping supporter by being an escrow provider and became a multi-channel third-party onli

16、ne banking portal site. The continuing success of Alipay certainly arises from the proactive organizational culture of Alibaba (China) Co.，Ltd.，which is akin to reading users” minds and pulling their demand instead of engaging in pushing-oriented forceful promotional marketing. Alipays long-term per

17、formance could be sustainable given its user-friendly，performance-oriented marketing efforts，because the value creation based on network management with diverse participants of a certain product is key to sustainable e-business management.However, as an online payment service, Alipay may require mor

18、e sustainable operations for successful performance, because it is in the initial stages of the market, and the rapidly changing environment in China cannot guarantee that initial luck will carry forward to the long term. In particular, web marketing for an online payment service is also based on su

19、stainable relationships with users. According to Bhattacherjee (2001), the sustainable performance of web services should not be based on simple, instantaneous intentions in the short term, but on reuse intentions for the long term. Chinese customers are quickly adopting “multichannel” shopping beha

20、vior that is creating both opportunities and challenges for social e-commerce brands/companies, retailers and companies. Taobao and its payment system Alipay certainly provide the most appropriate marketing platform in China. As previously mentioned, the U.S.-based PayPal does not provide escrow ser

21、vices, and Samsung Pay in Korea provides very flexible access points for payments, but no other services. Compared to these third-party online payment services， Alipay provides diverse, yet integrated services for multi-channel users. However, more is not always better, and a payment services core c

22、ompetence should maintain an appropriate “reach” to enable reuse by users. The purpose of this research is to determine Alipay sustainable factors as a third-party online payment service provider. To evaluate the sustainable feasibility of the online payment service，this paper empirically tests the

23、relationship between the web marketing mix of Alipay and the reuse intention of users. However, a link is always missing between web marketing mix and its performance. Because of this missing link, previous studies conclude that initial trust in the web marketing mix is not effective enough, whereas

24、 others insist that the web marketing mix is significant. Therefore，this research empirically tests the role of consumer satisfaction as a mediator between the web marketing mix and the reuse intention of consumers on third-party online payment systems, with an emphasis on the unique connectional ch

25、aracteristics of Alipay Theory and HypothesesCharacteristics of Third-Party Online Payments Third-party online payment services are well known as escrow services, because an escrow generally refers to money held by a third party on behalf of the transacting parties. These services are based on a con

26、tractual arrangement in which a third party receives and disburses money or documents for the primary transacting parties, with the disbursement depending on conditions agreed to by these parties- As the Alipay service indicates, this process sometimes means that an account is established by a broke

27、r to hold funds on behalf of the brokers principal until the consummation or termination of a transaction. In general, most online payment services provide an objective transfer of money along the lines of a commercial transaction. Third-party online payments work by placing money in the control of

28、an independent and licensed third party to protect both buyer and seller in a transaction over the Internet. When both parties verify that the transaction has been completed per the set terms, the money is released. If at any point a dispute occurs between the parties in the transaction, the process

29、 moves to dispute resolutiorh The outcome of the dispute resolution process determines what happens to the money in escrow. As the most representative online payment service in China, Alipay has successfully operated a third-party online payment service for online shopping at Taobao, its brother web

30、site. Because online payments are web services，Alipays successful operation may result from the appropriate utilization of the web marketing mix. Thus，the core competence of web services, such as online payments, should be based on the capability to create and maintain relational marketing, which is

31、 different from traditional marketing. Similar to other services, an online payment service could be evaluated through its service quality. In general， service quality is defined as the integrated capacity for the consumer to be satisfied with the expected service package level and its related funct

32、ions. Parasuraman et al. (2005) define e-service quality as the extent to which a website facilitates efficient and effective shopping，purchasing and delivery. Wolfinbarger and Gilly (2003) define e-service quality as the beginning to the end of a transaction, including information search, website n

33、avigation，order，customer service interactions，delivery and satisfaction with the ordered product In these definitions, an e-service has a much broader spectrum than traditional or general service quality. In particular, Wilfinbarger and Gilly (2013) argue that e-service quality should be self-sufficient in fulfilling the procedural set