Research on factors affecting the use of e-commerce consumer credit services: A study of ant check later

This study uses “Ant Check Later”, the e-commerce consumer credit service of Alibaba, as the artifact and explores factors affecting its use. This study first summarized initiatives that Alibaba has launched to stimulate the use of “Ant Check Later”. Three factors, bonus, quota lifting, and scenario enrichment, were then distinguished from the initiatives using principal component analysis. These factors were anticipated to affect consumers’ intention to use the service. The research model was tested using 373 respondents collected from an online survey. Results indicate that bonus, quota lifting, and scenario enrichment are three predictors of consumers’ intention to continue using the service, and bonus and scenario enrichment positively affect non-users’ intention to use the service. This study found that scenario enrichment is the most important factor among the three factors in boosting consumers’ behavioral intention toward using the service.