중국 제3자 모바일 결제시장에서 후발주자의 추격 성공 요인 분석 — 위챗페이의 오락성을 중심으로

Abstract

China’s third-party mobile payment market is expected to grow at average of over 38% until 2019, following the establishment of Alipay in 2004. Wechat Payment has grown rapidly since 2013 as a latecomer, and has formed a duopoly market structure with Alipay. We analyzed common factors and individual factors that influence the behavioral intention and use behavior of Alipay and Wechat Payment through the modified UTAUT model. We found that usability, ease of acceptance, and ease of use play an important role in the behavioral intention of third party mobile payment service. In particular, hedonic motivation is the key factor behind the rapid growth of Wechat Payment. Tencent exploited ‘sociability’ by combining Wechat Payment with Wichat’s main interface, China’s most popular social networking service (SNS) and targeted a niche market such as financial transactions or free remittances between acquaintances. Most importantly, it held the interesting Red Packet events every year since 2014. As consumers will want to consume more pleasure and amusement in the future, it is necessary to build infrastructures that emphasize amusement aspects in financial services like Wechat Payment.