台灣電子支付產業之動態競爭

非現金社會是各國的潮流與趨勢，台灣自2015年1月通過《電子支付機構管理條例》後，截至2020年為止設立28家電子支付機構。本研究以動態競爭理論中最基本的觀察單位「行動」，與平台網絡效應的特性，探討電子支付業者的行動對於引起消費者回應的影響，而消費者回應後，對電子支付業者的主要業務金額總計之影響。本研究蒐集2018年4月至2021年4月聯合知識庫中的新聞資料，以7家電子支付機構為研究樣本，藉由動態追蹤資料模型進行假說驗證。實證結果顯示，廠商對消費者的行動數，對消費者的回應無影響；廠商對商家與對銀行的行動數、競爭者對消費者與商家的行動數，分別對消費者的回應有正向顯著影響；競爭者對銀行的行動數，對消費者有負向顯著的影響；註冊用戶數與Google搜尋趨勢對主要業務金額總計有正向顯著影響。

關鍵字

電子支付；行動；消費者回應

並列摘要

The Cash-Free society is a trend in the world. Taiwan has established 28 electronic payment institutions in 2020 since The Act Governing Electronic Payment Institutions passed in January 2015. The study based on the basic observation unit "action" in dynamics competition and the characteristics of platform network effect, which discuss the actions from e-payment operators affects consumer response and the effect of consumer response on the total amount of core business to e-payment operators. The data was collected from news in UDNdata from April 2018 to April 2021, research samples include 7 electronic payment institutions, using dynamic panel data model for hypothesis verification. The empirical result indicates the number of actions from e-payment operators to the consumers has no effect on consumer response. Both number of actions from e-payment operators to the merchants and banks and the number of actions from competitors to the consumers and merchants have positively significant effect on consumer response. The number of actions from competitors to the banks has negatively significant effect on consumer response. The number of registered users and Google trends has positively significant effect on the total amount of core businesses to e-payment operators.