Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay

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.