行動付款機制之消費者接受度調查

Abstract

在世界各地，許多不同的行動付款機制被測試或應用，在亞洲與歐洲的支付市場中這項發展趨勢尤其顯著。當各國行動付款的主要業者，包括電信公司、金融機構與第三方的獨立業者盡其所能的尋找消費者最適的行動付款方案時，卻少有研究專注於了解在各種不同的消費情境下，消費者對相異的行動付款機制的接受程度。本研究首先透過消費者的角度蒐集與整理於各國測試或正被推廣使用的行動付款機制，並且透過混合式聯合分析法，調查消費者在三種主要的消費情境下，對各種行動機制組合的接受程度，找出台灣消費者最願意接受機制的搭配組合。其中在有店員及無店員店鋪的消費情境下，近距離無線通訊技術(Near Field Communication, NFC)是目前台灣最能接受的行動付款技術。而在虛擬店鋪的情境下，似乎以行動網路為基礎的付款技術最能為台灣消費者所接納。同時，在三種情境下，無年費與交易手續費的付款設計最能讓消費者接受。

Mobile payment schemes regarding different supporting technologies have been applied and tested in many markets around the world, especially in Asian and European countries. Major parties such as telecommunication operators, financial institutions, and independents in these areas are looking for schemes that are more acceptable than others in their markets. However, studies have not drawn much attention on comparing consumer acceptance of a variety of mobile payment schemes as a whole. Therefore, this research first describes and organizes payment schemes supported by market players around the globe. Then, by applying hybrid conjoint model, we conduct surveys of acceptance levels of different schemes in Taiwan regarding manned Point-of-Sale (POS), unmanned POS, and virtual POS scenarios. The consumer acceptance surveys give us insight about which mobile payment schemes would be more acceptable for consumers in Taiwan under these three consumption scenarios. The result indicates NFC (Near Field Communication) the most acceptable supporting technology for Taiwanese consumers in both the manned and the unmanned POS. As for in the virtual POS, consumers seem to prefer WAP-based schemes more than the others. Furthermore, consumers are most acceptable for no fixed and separate fees in these scenarios.