計程車小額付費服務之可行性研究－以破壞性創新理論進行分析

Abstract

傳統上大額付款如信用卡是目前最常見的付款工具，是適合交易金額大且量少的付款方式；然而對於交易金額小且量大的低價小額數位商品而言，如音樂、期刊、文件、雜誌，小額付費是比較適用的付款方式，也是電子商務交易中的主流，因此小額付費在整個電子商務與行動商務中佔了極重要的角色。本研究乃針對計程車小額付費服務之可行性進行理論分析評估，以破壞性創新理論之觀點，透過質化研究方法、紮根理論研究法以及個案分析法進行研究，也提供給計程車小額付費服務系統建構者具理論基礎之參考建議。 本研究之研究結果認為計程車小額付費為符合破壞性創新理論之服務，且提出對於「小額付費服務商-計程車業者-終端服務使用者」為計程車小額付費服務之產業鏈架構的發現，亦即計程車小額付費服務必須由小額付費服務商進行主導推動，而計程車業者的產業結構則扮演著推動計程車小額付費服務的關鍵性因素。 本研究亦進一步提出各市場對於推動計程車小額付費服務之建議，首先小額付費服務商至少必須具備具足夠用戶數基礎的既有事業，並且小額付費服務商或當地人才至少需具備小額付費系統的引進與導入能力。此外，小額付費服務商必須解決計程車業者成本結構因素之問題，站在「小額付費服務商-計程車業者-終端服務使用者」架構的多贏基礎下，才能順利推動實施計程車小額付費服務。最後，本研究發現由政府政策主導推動最具效率，而終端服務使用者為計程車小額付費服務的最大贏家，若小額付費服務商成功推動計程車小額付費，那麼終端服務使用者便能進一步完整地享受一卡在手，所有的交通運輸工具通通適用的便利，增加是隨著便利性而提高的正向效益與價值。

The traditional tools for payment like credit cards suit for the patment with large amount and low volumn. However, for the products with small amount and high volumn, like music, journals, documents, magazines etc., micropayment is not only an appropriate payment machenism but mainstream in electronic commerce. So micropayment plays very important roles in electronic commerce and mobile commerce. This research stands on the perspective of destructive innovation and uses quantitative, grounded theory and case study methodologies to explore, evaluate and deeply discuss the feasibility of taxi electronic micropayment services, and to provide the theoretical based suggestions to the service providers of taxi electronic micropayment services. In this research, taxi electronic micropayment services are found to correspond with destructive innovation. And this research also proposes the finding of structure of industry value chaintaxi electronic micropayment services – “Micropayment Service Prooviders - Taxi Operators - End Users”. It means that taxi electronic micropayment services should be mainly operated by micropayment service providers. However, the industry structure of taxi operstor is a key factor of taxi electronic micropayment services. This research also proposes the suggestions of operating taxi electronic micropayment services. At first, micropayment service providers need to have big enough user base in its existing business, and capability to introduce micropayment systems. The second, micropayment service providers have to solve the issue of taxi operators’ concerns of their costs. Only stand on the basis of all-win structure can contribute to successful taxi electronic micropayment services. Finally, it’s most efficient that government to play the role of driver of taxi electronic micropayment services. And end users are the biggest winners of taxi electronic micropayment services.