A Study On Consumer Behavioral Intention Of Alipay In The Context Of Digital Finance In Beijing: Using The Tam Model
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Abstract
Cashless payment has become routine, with mobile devices settling transactions in seconds. China sits at the front of this shift, and Alipay anchors much of its e-wallet ecosystem. Yet within such a crowded and advanced payment market, Beijing users keep returning to Alipay, and why they do so remain underexplored. This study examines Beijing, one of the most digitally mature cities in the country, to ask what sustains continued Alipay use. Questionnaire data came from 384 Beijing consumers and were analyzed through the Technology Acceptance Model (TAM), measuring perceived usefulness, perceived ease of use, user attitude, and behavioral intention. Structural equation modeling (SEM) then traced how these constructs relate and shape adoption. The central finding is that user attitude works as a key mediator, a role much TAM-based e-wallet research tends to skip over, especially in mature markets where users already know their way around the technology. Closing this gap, the results offer concrete direction for Alipay and comparable platforms, guiding product design and communication so they connect better with users in highly developed digital payment settings.
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Publication Date
01 September 2026
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European Publisher
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1st Edition
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1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Yan, S., Liang, N. W., & Uji Binti Mohammed*, R. (2026). A Study On Consumer Behavioral Intention Of Alipay In The Context Of Digital Finance In Beijing: Using The Tam Model. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.69