第三方支付服務業競爭策略分析：金融業者觀點

Analysis of Competitive Strategy for Third-party Payment Service Industry: The Perspective of Financial Banking Industry

陳欽雨(Chin-Yeu Chen)；葉承達(Cheng-Ta Yeh)；宋俊慶(Jing-Ching Sung)

第三方支付 ； 電子商務 ； 線上支付 ； third-party payment ； E-commerce ； online payment

Electronic Commerce Studies

13卷1期（2015 / 03 / 31）

33 - 60

繁體中文

第三方支付為電子商務提供了便利及信任的交易模式，同時也促進了電子商務的發展，更幫助商業銀行提高了網路銀行業務的交易量。近年來，銀行業也開始投入第三方支付業務開發，不論在系統建置過程或業務發展都與一般第三方支付業者有密切合作關係。本研究為了分析銀行業發展TPP業務的競爭策略，選擇一個案銀行為研究標的，採用文獻分析及專家深度訪談方式進行研究，試圖從銀行業的角度，來探討第三方支付服務業發展並瞭解其代收代付模式。此外，針對第三方支付之優缺點、潛在問題及其對銀行業的衝擊加以剖析。然後，分析銀行業與第三方支付服務業的交易經驗及競合關係，進而提出銀行業面對第三方支付服務業者競爭的因應策略。研究發現台灣的TPP營運模式具有獨特性，消費者普遍信賴目前的履行交易保障模式，故銀行業者必須與TPP業者加強合作關係，以創造雙營局面。最後，根據分析結果解釋其管理意涵，並提出實務及後續研究建議。

The third-party payment (TPP) not only provides a convenient and reliable transaction model, but also stimulates E-commerce progress, and even boosts transaction volume for commercial banks in their internet banking business. Recently, banking industry has engaged in TPP network transactions to cooperate with the TPP service providers in terms of system implementation and business strategy. To analyze the competitive strategy of banking industry for developing their TPP business, the study selects a case bank as research target, performs document analysis, and conducts an in-depth interview on five selected experts. From the viewpoints of banking industry, the study intends to explore the development and progress of TPP industry and to understand their e-payment models. Besides, the study analyzes the advantages, disadvantages, and potential problems of TPP industry. Further, the research discusses the transaction experiences, co-opetition relationships, and responding strategies when a bank faces the competition from TPP service providers. The findings reveal that there are unique characteristics of Taiwan's TPP operations model which consumers generally rely on the model for fulfilling transaction assurance. Hence, the banking industry should strengthen the cooperation relations with TPP service providers so as to create a win-win status. Based on the results, the study explains the managerial implications and proposes some suggestions for practitioners and further research.

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