Research on the Localization Mechanism of Alipay in Thailand from the Perspective of Multi-level Governance

Abstract

Under the background of the reshaping of the global digital governance order, digital payments are facing challenges from national sovereign regulation, market competition, and social acceptance in overseas expansion. The paper uses multi-level governance theory as an innovative analytical framework that breaks through the limitations of the traditional single perspective and works out the localization mechanism of Alipay in Thailand. According to research, distinct demands from the social level, cooperative embedding at the platform level, and distinct backing from Thailand's regulatory authorities all create dynamic interactions that propel localization. Alipay's merchant coverage and user penetration dramatically rose after integrating with PromptPay, confirming the crucial significance of tripartite synergy. This paper proposes a new negotiated embedding path that includes cultural adaptation, local cooperation, and regulatory coordination, extending multi-level governance to cross-border digital banking. It provides theoretical and practical insights for regional government cooperation and the global expansion of Chinese digital platforms.