資訊科技的快速進步,使人們日常生活的消費與網路的連結越來越緊密,伴隨電子商務的興盛,使人們的購物行為不再受時間與空間的限制,增加了不少選擇及便利性。但傳統的支付方式,仍使消費者缺乏了「信任」及「安全」,因此第三方支付服務的出現提供了一個公正第三方的角色,企圖替買賣雙方創造一個雙贏的局面。 近來因淘寶網在台的盛行,使民眾逐漸開始認知到第三方支付服務的消費模式,本研究旨在探討此商業模式對台灣的消費者而言,須具備哪些因素才能增進其使用意願,因環境背景及金融條件不同,過往的影響因子可能不再適用,因此本研究歸納出七個可能因素,來探討其是否對消費者在使用上確實具影響力。 本研究結果顯示,「信任」及「安全」已經成為台灣在經營電子商務上的基本價值主張,因此如果台灣的金融業者或第三方支付服務提供業者想要贏取更大的市場、創造更大的需求,必須從「自我效能」上去加強,也就是透過不斷教育消費者了解第三方支付,並企圖使消費者間彼此推薦使用,創造一網絡外部性的效果,才能真正促使消費者提高使用的意願。本研究屬於初探性質,可作為未來台灣第三方支付服務相關研究之基礎。
With the fast progress of information technology, Internet has become closer to people’s daily life, especially to online shopping. The rapid growth in the electronic commerce over the Internet makes people have more choices and more convenient than before. However, the e-payment still lack of security and trust for both buyers and sellers, so the third party payment service model plays a significant role on creating a win-win situation for both buyers and sellers. Recently, more and more consumers in Taiwan go online shopping in Taobao, creating the need of the third party payment, so this study tries to find the essential factors which could enhance the consumers’ motivation and perception for this model. Due to the significant change of economic and financial conditions in past decades, the past studies might not suit for current status in Taiwan anymore. Therefore, this study raises seven possible factors to examine the impact on consumer’ behavior. The results indicate that the two factors, “security” and “trust”, are the fundamental value for Taiwanese in e-payment systems. As a consequence, third party payment service providers in Taiwan have to seek other value propositions to get more market share, like “self-efficacy”. Also, the providers should educate consumers what third party payment is, and make consumers recommend this service to each other.