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The Chinese mobile payment market: Focus on the growth of WeChat pay from cultural perspectives : 중국의 모바일결제 시장: 문화적 관점으로 본 위챗페이의 성장 요소를 중심으로
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- Authors
- Advisor
- 문우식
- Major
- 국제대학원 국제학과(국제지역학전공)
- Issue Date
- 2018-08
- Publisher
- 서울대학교 대학원
- Description
- 학위논문 (석사)-- 서울대학교 대학원 : 국제대학원 국제학과(국제지역학전공), 2018. 8. 문우식.
- Abstract
- China has overtaken the US to become the biggest mobile payment market. Among many players, development of WeChat Pay is noticeable, who has shown explosive growth upon its launch in 2013. This research paper seeks to explore the reasons, especially from a cultural perspective, behind the advanced mobile payment in China, focusing on WeChat Pays rapid growth and its influencing factors through the analysis of the popular side-product Red Envelope. The findings of this study will add to the available research to help the other mobile payment systems and business developers of the East Asian region to make better suited strategies in improving and developing their mobile payment and other fin-tech businesses. Main findings suggest that among many other factors, WeChats cultural product and cultural marketing approach brought positive impacts such as improved 1) culturalization
2) Brand awareness
and 3) Sustainability.
Key words: Mobile payment
Red Envelope
WeChat
WeChat Pay
Cashless society
Third Party Payment
Cultural context in business
Student Number: 2015-25161
- Language
- English
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