商家使用行動支付之關鍵因素分析—以餐飲業為例

隨著新冠疫情（ Covid-19）影響消費環境，許多內用店被迫轉型，為了因應防疫需求及消費者使用習慣之改變，減少使用現金、降低接觸行為成為了顯學，加之政府於 105年開始大力推動「數位國家創新經濟發展方案 2017-2025年」簡稱 DIGI⁺方案的政策輔助下，科技日新月異發展快速，為使餐飲業者能有一決策參考之方向，本研究探討台灣餐飲業者使用或不使用行動支付之關鍵因素分析，以供後進餐飲業者在使用行動支付策略上之參考。本研究以立意抽樣法選取兩間無使用餐飲業者、四間有使用餐飲業/者，進行半結構式的深度訪談，經內容分析法歸納出 16個主類目、 44個子類目，共 131個分析單位。結果顯示：無使用的業者主要原因為成本考量，其對行動支付的感知有用性較低；而有使用的業者則是因對於消費者習慣及需要第三方支付來源的考量，會大過於對於手續費支出等的成本上的考量，對於行動支付的感知有用性高、同時也是行動支付的網路外部性大過於成本因素的一個表現。我們可以將業者使用行動支付的關鍵因素分為以下幾類： 1、消費者習慣 2、需要第三方支付來源 3、入帳的速度 4、費用的轉化利用。希冀本研究之結果能讓餐飲業者在後續需要決策使用行動支付與否時，能有一個依據的方向。

關鍵字

餐飲業；行動支付；關鍵因素

並列摘要

With the impact of the new epidemic (Covid-19) on the consumer environment, many restaurants have been forced to transform. In response to epidemic prevention and changes in consumer habits. It has become mainstream to reduce the use of cash and to have less contact. In addition, government has pushed for the "Digital Nation and Innovative Economic Development Program (2017-2025)". With this program, technology is developing rapidly. In order to understand the important mobile payment information for catering operators. This present research tries to explore the key factors of using or not using the mobile payment for the catering operators in Taiwan. Purposive sampling was adopted to select two catering operators who don’t use mobile payment in their business and for catering operators who use mobile payment in their business. Researcher conducted semi-structure interviews with these six catering operators, after content analysis, sixteen main categories; forty-four subcategories; one hundred and thirty-one units of analysis were emerged. The results showed that the key factor for those who do not use mobile payment are cost considerations, and their perceived usefulness of mobile payment is lower; while those who use mobile payments are more concerned about consumer habits and the need for third-party payment sources than procedures which are much more important than cost consideration. Higher perceived usefulness for mobile payment is also the reason that network externality bigger than cost element. In the end, the key factors for operators to use mobile payment into the following categories: 1. Consumer habits; 2. The need for a third-party payment source; 3. The speed of entry; and 4. The conversion and utilization of fees. Key words: catering industry, mobile payment, key factors