影響消費者使用第三方支付關鍵因素之研究

A Study of the Key Factors Affecting Consumer to Use Third-Party Payment

陳欽雨(Chin-Yeu Chen)；張書豪(Shu-Hao Chang)；沈暐仁(Wei-Jen Shen)

電子商務 ； 第三方支付 ； 決策實驗室分析法 ； 關鍵因素 ； electronic commerce ； third-party payment ； DEMATEL ； key factor

Electronic Commerce Studies

16卷2期（2018 / 06 / 30）

136 - 160

繁體中文

隨著網際網路的發展，行動網路也帶動傳統金融交易往行動商務發展，在電子商務中新興的支付方式－第三方支付也隨之擴張，而哪項因素影響第三方支付的擴展，實是值得研究探討之議題。本研究以決策實驗室分析法（DEMATEL）進行分析，並透過因果圖繪製將各項因素劃分於四個象限，並定義出關鍵因素，最終得出「即時的客戶服務」、「知覺易用性」、「顧客參與」3項關鍵因素。本研究之發現期能作為第三方支付服務供應商未來在營運發展及資源分配等策略擬定上之參考依據。

With the development of the Internet, the mobile networks have also gradually led the traditional financial trade to the mobile commerce. One of the emerging e-commerce payments, called third-party payment, is growing through the expansion of application fields. It is worth to study the issue about which factor affects the development of third-party payment, and then an approach called Decision Making Trial and Evaluation Laboratory (DEMATEL) was used to analyze. Subsequently, the metrics were categorized into four quadrants by applying the cause-and-effect relationship diagram, and the metrics were further defined as key factors. Finally, we defined three key factors: real-time customer service, perceived ease of use, and customer participation. The results can serve as a reference for the future development of third-party payment service providers to formulate the strategies for the operational development and resource allocation.

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