台灣消費者對於『電子商務結合第三方支付或傳統支付模式』使用意願與影響因素

2015年5月台灣正式施行電子支付機構管理條例，2016年將是第三方支付服務上線的第一年。在電子商務中，第三方支付扮演著安全、可信任、公開、的資金「中間平台」角色，多了傳統支付沒有的保障，但臺灣支付環境和其他國家不同，地狹人稠，超商及ATM分佈密度極高，銀行金流系統完善，消費者已經習慣信用卡線上刷卡、超商付款、貨到付款等方式，第三方支付的影響可能不如想像中大，且在台灣第三方支付尚未成熟，平台有惡性倒閉、洗錢與隱私之風險。消費者不只怕信用卡被盜刷，也怕第三方支付不安全，傳統支付與第三方支付各有利弊。本研究旨在探討台灣消費者對於電子商務結合第三方支付或傳統支付的使用意願，而這兩種模式中哪些變數會影響消費者使用意願，因此本研究歸納出七個變數，來探討其是否對消費者使用意願存在正向關係。結果顯示，購物平台提供的價值對消費者來說非常重要，不只需要多元的付款方式，也需要商品品項豐富、頁面設計引人入勝搭配完善物流和良好的顧客服務。另外與傳統支付相比，第三方支付可以不受場地與時間限制，實體銀行有限制營業時間，且外匯轉帳手續繁雜，建議台灣第三支付業者可以整合購物與繳款平台，讓生活每個環節都可和第三方支付環環相扣。極大部分的網路購物消費者都有使用傳統支付的經驗，所注重的地方跟擁有第三方支付經驗的消費者多處雷同，可能是因為第三方支付使用者是從傳統支付轉移過去，或是消費者兩種支付同時都有使用，所以注重的情境一樣。

關鍵字

電子商務；第三方支付；傳統支付；使用意願

並列摘要

Taiwan's Ministry of Justice formally implemented electronic payment institution regulations in May 2015, making 2016 the first year of third-party payment services in Taiwan. In e-commerce, third party payment takes on the roles of being a safe, trustworthy, open intermediate funds platform, and it is more secure than traditional payment system. However, Taiwan’s payment environment is different from other countries. With high density of convenience stores and ATM, consumers have become accustomed to pay with credit cards, cash on delivery, etc. The impact of third-party payment may not be as powerful as imagine, and due to its immaturity, there’s a risk of fraudulent bankruptcy, money laundering and invasion of privacy. Consumers not only fear of fraudulent charges on credit card, but also afraid of third-party payment platform insecurity. Traditional payment and third-party payment have its pros and cons. This study aimed to investigate Taiwan consumers’ willingness to use e-commerce with third party payment and traditional payment by finding which factors affect consumers’ willingness to use e-commerce within the two payment systems. Hence, this study choses 7 variables to investigate whether they have positive impact on consumers’ willingness to use e-commerce. The results indicate that value provided by shopping platform is very important to the consumers, it not only need diverse payment methods, but variety of goods, attractive page design, fast delivery and good customer service are also essential. In comparison with the traditional payment, third party payment is not subjected to time and place constraints, whereas banks are restricted by its opening hours, and foreign exchange transfer process are complicated. Taiwan's third payment companies can integrate shopping and payment platform, enabling third party payment to be integrated into every aspects of life. Most online shoppers have experience shopping using traditional payment system and their concern are similar with online shoppers who have used third party payment system. This may be due to the fact that users of third party payment system are former users of traditional payment system, or it might be that consumers use both payment system at the same time, hence they have the same concern.