以服務主導理論(S-D Logic)剖析台灣行動支付產業

Abstract

在21世紀的數位轉型浪潮中，無現金支付方式迅速發展，尤其在COVID-19疫情推動下，全球行動支付成為新常態。中國的支付寶取得巨大成功，並於2017年與馬來西亞Touch'n Go合作推出本地電子錢包，展示了其拓展海外市場的雄心。這一合作引入了支付寶的成功經驗，使其從單一的高速公路收費系統，轉變為綜合性的支付解決方案，成為馬來西亞行動支付市場的領頭羊。

相對而言，台灣的支付系統分散化，各支付工具專注於特定領域，為消費者和商戶帶來操作上的不便和成本增加，也限制了支付平台業者的規模經濟效應和盈利能力。通過比較馬來西亞Touch'n Go案例和台灣的支付產業發展，本研究將深入剖析政府在優化支付場景、引導產業升級中的作用，並為台灣政府制定相關政策提供借鑒。此外，本研究還將聚焦台灣電子支付產業的發展困境，通過財務數據分析和深度訪談，揭示電子支付業者普遍虧損的原因在於法規環境的差異。

本研究認為推動台灣行動支付產業健康發展的關鍵在於營造公平、開放的法規環境，適度放鬆對電子支付業者的管制，並實現監管標準和市場准入的一致性。本研究創新性地運用服務主導邏輯和多邊平台理論，深化對支付服務價值共創機制的理解，為台灣支付平台業者在場景設計提供啟示，助力提升盈利能力，並為政府優化行業管理提供新思路。

In the wave of digital transformation in the 21st century, cashless payment methods have rapidly developed, especially driven by the COVID-19 pandemic, making global mobile payments the new normal. China's Alipay achieved great success and partnered with Malaysia's Touch'n Go in 2017 to launch a local e-wallet, demonstrating its ambition to expand into overseas markets. This collaboration introduced Alipay's successful experience, transforming it from a single highway toll system into a comprehensive payment solution, becoming the leader in Malaysia's mobile payment market.

In contrast, Taiwan's payment system is fragmented, with various payment tools focusing on specific areas, causing operational inconvenience and increased costs for consumers and merchants. This also limits the economies of scale and profitability of payment platform operators. By comparing the case of Malaysia's Touch'n Go and the development of Taiwan's payment industry, this study deeply analyzes the government's role in optimizing payment scenarios and guiding industry upgrades, providing reference for the Taiwanese government in formulating related policies. Additionally, this study focuses on the development challenges of Taiwan's electronic payment industry, revealing through financial data analysis and in-depth interviews that the common losses among electronic payment operators are due to differences in regulatory environments.

This thesis suggests that the key to promoting the healthy development of Taiwan's mobile payment industry lies in creating a fair and open regulatory environment, moderately relaxing controls on electronic payment operators, and achieving consistency in regulatory standards and market access. This study innovatively applies the service-dominant logic and multi-sided platform theory to deepen the understanding of the value co-creation mechanism in payment services, providing insights for Taiwan's payment platform operators in scenario design, helping to improve profitability, and offering new ideas for the government to optimize industry management.