行動支付的價值共創：基於商家的觀點

Value Co-Creation Facilitated by Mobile Payment: A Perspective from Merchant Behavior

蕭銘雄(Ming-Hsiung Hsiao)

行動支付 ； 價值鏈 ； 服務主導邏輯 ； 價值共創 ； mobile payment ； value chain ； service-dominant logic ； value co-creation

Electronic Commerce Studies

16卷3期（2018 / 09 / 30）

211 - 231

繁體中文

在行動支付的價值鏈中，消費者與商家都是扮演使用者的角色，但這兩方都無法主導整個行動支付市場的運作。商家雖然也是行動支付的使用者，但不論國內外，幾乎都沒有針對商家行為所做的研究。本研究以文獻分析的方法，構築行動支付的價值鏈，並探討行動支付如何帶動價值共創的過程，最後提出商家對行動支付採用行為的探索方向，例如：(1)國內商家使用者與行動支付系統開發者的互動關係；(2)國內商家使用者對各種行動支付方式的採用情況；(3)商家如何看待行動支付與其它支付方式（如現金、信用卡）的競爭情況；(4)對於已採用行動支付的商家，行動支付對其營業收益與利潤造成的實際影響。商家可以扮演行動支付的推動者，但本身卻不是行動支付市場的控制者與主導者，角色頗為尷尬，實有深入探討的必要。本研究可視為是對商家的採用行為所做的先導性研究，透過文獻的彙整與分析，探討商家的角色與定位，讓後續研究者有一個可以參考的探索基礎。

In the mobile payment value chain, both consumers and merchants play the role of users, but neither of them can dominate the entire mobile payment market. Although merchants are users of mobile payments, almost no research has been found in the literature on their adoption behavior. By literature reviews, this study explores how mobile payment can help co-create value for the players in the mobile payment value chain. In addition, it also identifies possible research directions towards how researchers can investigate merchants' adoption behavior, on topics including: (1) the interaction between the merchant users and developers of mobile payment systems, (2) merchants users' perception of various mobile payment methods, (3) competition between the mobile payment methods and other traditional payment methods such as cash and credit cards, and (4) the effect of the mobile payment adoption on the revenues and profits for merchants who have already adopted certain mobile payment methods. Merchants play an active role in facilitating value-co-creation in the mobile payment value chain, but have no control over the mobile payment market, a noticeable role worth exploring at great length. This study can be seen as a pioneering work on merchants' mobile payment adoption behavior which can be served as a basis for future research extension.

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