電子商務第三方支付平台Alipay(支付寶)模式於台灣之可行性分析

An Analysis on the Feasibility of the Third Party Payment Platform (Alipay) in Taiwan's E‐Commerce Market

范亦文

指導教授 ： 黎正中

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2012年)

摘要

隨著電子商務的日益普及，從B2B、B2C 到現在C2C 的快速成長，網路購物
改變許多人的消費習慣及消費模式，而電子商務的使用者也更趨普及，使用頻率
也更加頻繁。電子商務的金流一直是關係其普及化的重點。台灣有各式各樣的付
款方式還有各種支付工具，而在中國也因應其環境特性及經濟，成功發展第三方
支付平台。
本研究除了分析比較中國的支付平台支付寶，及台灣的第三方支付平台發展
情況和現有電子商務模式外，也以問卷調查法為輔助，探討了解台灣的電子商務
的消費使用者，對於現在的支付方式的滿意度外，並分析第三方支付平台在台灣
消費者心目中的可行性。
由本研究之結果得知：問卷分析發現有將近四成的消費者有透過第三方支付
平台消費的使用經驗;消費者對於第三方支付平台具有接受度，並且20歲以下的
消費者對於第三方支付平台的接受度較高;有用過網路購物之第三方支付平台接
受度較無用過網路購物來得高。
希望藉由本研究，相關產業界能夠初步了解不同族群消費者對第三方平台
的接受度以及目前網路交易消費者的相關資訊，提供第三方支付平台廠商改進或
修正其經營策略或行銷手法的一個初步方向，進而針對研究重點族群行銷宣傳，
增加消費者滿意度及使用率，進而開拓更廣大市場。

關鍵字

電子商務 ； 第三方支付 ； 金流

並列摘要

With the popularity of E-commerce and the fast growth from B2B (Business-to-Business) and B2C (Business-to-Customer) to C2C (Customer-to-Customer), Internet shopping changes many people’s shopping behaviors. It has been a trend that more and more people are now shopping online and paying online has become much more frequently. The cash flow is one of the important factors that determines the popularity and scale of e-commerce market. In Taiwan, many payment methods and tools are applied in the e-market. However, the third party payment platform has been well developed in China because of its economic condition and environment.
This dissertation is going to analyze and compare the third party payment platform of China’s Alipay and Taiwan’s current development of the third party payment platform and the e-commerce pattern. In addition, questionnaire research method was also used as a support to understand the satisfaction of current e-commerce payment methods from end users in order to further analyze and discuss the feasibility of conducting the third party payment platform in Taiwan’s e-market.
The result of this study after analyzing the questionnaire indicates that around 40% of consumers have the experience of paying through the third party payment platform. Besides, most consumers tend to accept the third payment platform, and consumers aged below 20 years old have higher tendency to use the third party payment platform.
It is expected that this research could provide relevant industries with an initial understanding of the acceptance of applying the third party payment platform from different consumer groups, and gives a preliminary direction to the third party payment platform companies to improve and modify their business and marketing strategies to their target customers. It is believed that the third party payment platform companies could improve the consumers’ satisfaction, increase the utilization rate, and expand the e-commerce market size with proper understanding of this research and appropriate business model applied.

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