Integrating context-awareness and UTAUT to explain Alipay user adoption

Due to its advantages, Alipay has become one of the largest third-party payment platforms in China. However, Alipay is also confronted with dual challenges from inherent technology to external competition. In fact, Alipay user adoption is determined not only by perception of the technology but also by the context-awareness. In other words, even though a technology may be perceived as being advanced, if it cannot use the context to provide relevant information or services, they may not adopt it. By integrating the context-awareness and the unified theory of acceptance and usage of technology (UTAUT), this paper proposes a model of Alipay user adoption. We found that the relationship between the context and Alipay user adoption is mediated by performance expectancy and effort expectancy. While the relationship between the ubiquity and Alipay user adoption is only mediated by the performance expectancy.