台灣行動支付產業跨境業務之價值主張與顧客適配探討：以街口支付為例

Abstract

隨著疫情趨緩與國際流動恢復，全球跨境支付需求快速增長。台灣本土行動支付業者面臨國內市場飽和的挑戰，紛紛將發展重心轉向跨境應用場景。其中，街口支付作為台灣少數具備跨境服務佈局的電子支付平台，近年積極拓展海外市場，並透過與日本 PayPay、淘寶與 Apple 等平台合作，建構初具規模的跨境支付體系。 本研究以街口支付為研究對象，結合文獻分析、商業模式九宮格與價值主張與顧客輪廓適配分析等理論工具，透過企業資料與用戶深度訪談，分析街口支付於跨境業務中的服務設計、合作策略與用戶需求適配情況。研究結果顯示，街口支付在產品便利性、透明匯率與優惠整合等面向能有效回應多數用戶的基本任務與痛點，但在跨境支付場域的溝通提示、進階金融功能與資訊揭露仍存在可優化空間。 針對以上發現，本研究建議街口支付未來應持續深化與國際大型支付平台（如Alipay+）之合作關係，擴大跨境支付的使用場景；同時提升產品資訊的透明度，加強對使用者的教育與溝通；此外，亦應積極規劃外幣帳戶相關產品，滿足用戶更進階的跨境金融需求，進一步提升市場競爭力。

As the pandemic eases and international mobility resumes, the global demand for cross-border payments is rapidly growing. Facing saturation in the domestic market, Taiwanese mobile payment providers are increasingly shifting their focus toward cross-border payment applications.Among these providers, JKOPay stands out as one of the few local electronic payment platforms actively expanding overseas. In recent years, JKOPay has gradually built a preliminary cross-border payment ecosystem through strategic collaborations with major international platforms such as Japan’s PayPay, Taobao, and Apple. This research examines JKOPay by integrating theoretical frameworks such as literature analysis, the Business Model Canvas (BMC), and the Value Proposition–Customer Fit framework. Through corporate data analysis and in-depth user interviews, this study investigates JKOPay’s service design, partnership strategies, and alignment with user needs in its cross-border payment operations. Findings indicate that JKOPay effectively addresses most users’ core needs and pain points through its product convenience, transparent exchange rates, and integrated promotions. However, improvements are needed in areas such as user interface guidance in cross-border contexts, advanced financial services, and comprehensive information disclosure. Based on these findings, this study recommends that JKOPay should continue deepening partnerships with major international payment platforms (such as Alipay+), expand cross-border payment scenarios, improve product transparency, enhance user education and communication, and actively develop foreign currency account products to meet users’advanced financial needs, thus strengthening its competitive position in the market.