以創新擴散觀點探討商家行動支付策略

金融科技浪潮下，行動支付因其便利性成了成長最快、推動金融服務的關鍵角色。如今，行動支付業者百花齊放，零售市場日益競爭下，商家決定導入行動支付已是趨勢，更有商家透過自建行動支付，創造自主性。在此背景下，商家成為行動支付擴散的重要角色，商家導入行動支付的過程、發展自有行動支付工具的動機，以及對外部行動支付的態度，都會對消費者、支付平台本身以及行動支付市場產生影響。過去於創新擴散的文獻探討中，大多著重在創新決策過程的「前段」，探討採用創新的原因，但卻很少探討決策「後段」執行與確認成效到再創造的過程，而執行與態度確認才是創新採用價值彰顯的關鍵。本研究採取質性研究的多重個案研究法，以台灣市場上具代表性的四間零售商家作為研究對象，探討商家導入行動支付到發展自身支付工具作為建立競爭優勢策略的過程。本研究結論如下：大型商家運用自身通路規模、資本額與人才技術的優勢，推進談判效率，但也因組織龐大、通路數眾多，導致大型商家在執行過程中，增添組織內外的溝通成本；而商家自建支付工具的動機均是希望培養會員忠誠度，強化會員經營，以此為入口，延伸多元消費體驗；雖有自身支付工具，但仍採取第三方支付與自建支付並進的做法，存在開放共生與替代競爭的態度差異。商家未來在引進創新的執行過程中，應強化組織內外溝通，讓組織整體對於創新有一致的認知與態度，幫助執行的推進，而主流行動支付平台可以適時地調整簽約機制，並提供商家額外的附加價值，創造不可取代性。

關鍵字

創新擴散；再創造；行動支付；創新採用過程

並列摘要

Mobile Payment, one of the fastest-growing industry in Fintech, has become the key role in connecting financial services for its convenience. The mobile payment market in Taiwan is booming. With the retail industry becomes more competitive, it is a trend for merchants to introduce mobile payment, and even develop their own payment system to improve the customer experience for creating their own autonomy. In this context, merchants become a crucial role in the diffusion of mobile payment. Whether the process of introducing mobile payment, or the motivation to develop own mobile payment tools, and possible changes in attitudes towards external mobile payment, will definitely make an impact on the mobile payment market. Previous research about the diffusion of innovation focused mainly on the "front stage" of the innovation decision-making process, discussing the reasons for adopting innovation, but rarely discussed the "back stage" of the process, including the stage from the implementation, confirmation and reinvention, which is key to show the value of innovation. This research employed qualitative research methods including multiple case study and semi-structured interview with four Taiwan representative retailers to explore the process from introducing mobile payment to develop their own payment tools as strategy. The research conclusions are summarized as follows. Firstly, large merchants have their advantages to push negotiation process. However, due to complex organization and large number of channels, they have to put a lot of efforts on communication between inside and outside, which incurs additional time and cost. Secondly, collecting data for building deeper relationship with their member to extend the diverse consumer experience is the main reason for merchants to develop their own payment tools. See the mobile payment as a channel, retailers could Lastly, no matter positive or negative attitude toward alternative payment, merchants still choose to adopt both third-party payment and self-built payment currently, even they have their own payment tools. In the future, merchants should strengthen communication in the organization to make sure the overall organization has a consistent awareness and attitude towards innovation for better implementation. Besides, the mobile payment platform can make moderate adjustment on contract process and provide additional value to create irreplaceability.