零售業發展行動支付系統之探討 :以全聯福利中心行動支付工具為例

Abstract

2020年世界各國零售業受到新冠疫情衝擊，接觸性現金交易使用意願低落，民眾對於行動支付接受度更高，加上台灣行政院訂出2025年行動支付普及率90%的目標，促使零售業者必須加速數位轉型。根據金管會銀行局統計，2020年3月台灣電子支付實質交易金額為新台幣35億元，而「通用型」及「限定型」的行動支付業者至少有70家，截至2019年，台灣八成的用戶最多只用3種行動支付App 。 2019年數位轉型的本土超市龍頭全聯，在短短半年內推出自有支付「PX Pay」和電商平台「PX Go!」。主力客層為婆媽族群優勢下，於半年內PX Pay的下載量破560萬，迅速躍升為台灣第3大支付系統。 本研究旨在探討行動支付與零售通路結構之關係，並應用外部環境分析理論PESTEL模型，以及消費者行為理論，探討消費者在零售通路產業中行動支付使用行為。因此，本研究將以個案研究方法，對零售通路產業引用行動支付所產生的演化與消費者使用APP行為做為分析標的。選擇零售通路為研究對象，主要原因在於零售通路產業與外部環境變遷息息相關，而台灣的零售通路蓬勃興盛，在過去數十年來的努力之下已形成一個生態系，在網際網路的推波助瀾下，把單一實體店面往全通路擴展，加速數位轉型腳步，創造出企業轉型全新樣貌。

In 2020, The retail industry in various countries around the world will be affected by the COVID-19。The willingness to use cash transactions is low and the public is more accepting of mobile payment. In addition, Taiwan's Executive Yuan has set a target of 90% mobile payment penetration rate by 2025, prompting retailers to have to accelerate digital transformation. According to the Financial Supervisory Commission Republic of China (Taiwan) the actual transaction value of electronic payment in Taiwan in March 2020 was NT$3.5 billion。As of 2019 there were at least 70 “universal” and “limited” mobile payment providers., Taiwan's Users can only use 3 mobile payment App at most of 80%. The digitally transformed local supermarket leader “Pxmart” launched its own payment 'PX Pay' and e-commerce platform 'PX Go!', both of which were launched within half a year. The loyal customers download volume of 「PX Pay」 exceeded 5.6 million. To be quickly becoming the third largest payment system in Taiwan within half a year. This research explores the relationship between mobile payment and retail channel structure. The PESTEL model of external environment analysis theory and consumer behavior theory to explore consumers' mobile payment usage behavior in the retail channel industry. This study will use case study to analyze the evolution of mobile payment and consumers' use of APP in the retail channel industry. The main reason for choosing retail channels as the research object is that the retail channel industry is closely related to the changes in the external environment. Taiwan’s retail channels are thriving and have formed an ecosystem under the efforts of the past few decades. With the internet a physical store expands to a digital transformation and create Onmi channel business model.