台灣地區行動支付與小額支付的現況與未來展望研究分析

Market Analysis of Mobile Payment and Micro-payment in Taiwan

李宗諺(Tsung-Yen Lee)

指導教授 ： 盧以詮

元智大學/資訊學院/資訊管理學系/碩士(2005年)

摘要

從美國市調公司Yankee集團調查結果與Juniper的最新研究報告都預測，行動支付市場的商機無限，達數百億美元的規模；令人不解的是台灣對於這塊市場的反應卻出奇的冷淡。本研究的目的就是要找出其背後的原因，藉由世界各地的行動支付案例與小額支付案例來瞭解該市場是否有特殊的技術門檻或背景配合因素才能成功的推廣，台灣有何特別的環境因素導致到今天都無法順利推廣，甚至大膽嘗試的業者都很少。研究的方法著重於案例探討，若有關鍵技術時會進行適當的描述，但不會過於強調。研究中所引用的問卷調查，支付特性描述都直接參考國外相關研究報告。本研究亦針對台灣現況設計一個商業模式來建議一個可能的解決方案並藉以說明本研究的結論，該方案試著提供結合行動與小額付款服務的優勢，避開各自的弱點與障礙，期望能從市場中創造新的商機並提供消費者一個更便利、更安全的支付方式。

關鍵字

行動支付 ； 小額支付

並列摘要

According to the recent marketing research reports from the Yankee Group and Juniper, the mobile payment market will have an up to billions of dollars market size in the next few years. Nevertheless, there seems not having a booming phenomenon regarding mobile payment and micro-payment business in Taiwan. The main purpose of this research is to find out the reasons behind. By means of conducting case studies about the mobile payment and micro-payment, this research is to identify whether there is any technology barriers, any special background to incorporate with, or any successful factor to follow, in order to drive for the business success. A business model is designed to propose a possible model for running a mobile payment and micro-payment business. The business model is expected to create a new payment environment with a user friendly, secured, and reliable system to the consumers. It benefits all the participants, including banking, telecommunication vendors, handsets manufacturers, mobile content providers, and solution providers as well.

並列關鍵字

Mobile Payment ； Micro-payment

參考文獻

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