臺灣博碩士論文加值系統

本研究蒐集1,281份問卷樣本，試圖瞭解消費者特徵對於支付模式的選擇之差異，並探討消費者對於支付方式的喜好類別，以期作為電商業者根據產品不同的需求族群，提供最適合的支付方案之參考依據，研究的主要結果發現，20歲以下的族群和學歷越高(大學以上)的族群是比較不會採用ATM轉帳(包含線上及實體ATM)的支付方式，平均每月購買金額介於3000~5000的族群，最喜好透過ATM轉帳進行支付。其次，平均每月購買金額介於5000元~1萬元與1萬元~3萬元的民眾以及個人平均所得介於4萬元~7萬元，偏好使用信用卡線上刷卡。有趣的是，女性相對男性喜好便利商店取貨付款的支付方式。最後，平均每月購買金額介於1000元~5000元的民眾偏好宅配到府貨到付款的支付方式。

This research collected 1,281 sample survey questionnaire, attempting to understand the discrepancies in consumer characteristics toward payment models choosing , and investigating consumer preferences toward payment methods in order to help E-commerce enterprise formulate the most suitable plan according to groups with different demands.
The main findings of the study states that the group with higher education level(possess a Bachelor’s degree or above) and people under 20 years old are less likely to adopt ATM(including online ATM) payment methods.
People who purchase the amount between 3000-5000 TWD per month are more inclined to pay by ATM. Secondly, people who purchase the amount between 5,000-10,000 TWD or 10,000 to 30,000 TWD per month, and those who possess average 40000-70000 monthly income are more inclined to pay by online credit card. Interestingly, the research also finds out that female are more inclined to pay cash on delivery in the convenience store than male. Last but not least, people who purchase the amount of 1000-5000 TWD per month prefer the payment method of cash on delivery or delivery services.

目 錄
誌謝 Ι
摘要 Π
Abstract ΙΙΙ
目錄 Ⅳ
表目錄 Ⅵ
第一章 緒論 1
第二章 文獻回顧 5
第三章 資料來源 6
第四章 實證結果 10
第五章 結論……………………………………………………………………...24
參考文獻 26

 
表目錄
表 1 研究樣本居住地區與年齡分布 6
表 2 加權前後樣本結構 8
表 3 消費者特徵與上網購物頻率分布 ………………………………………..11
表 4 消費者特徵與上網購買物品最常使用的付款方式分布…………………13
表 5 消費者特徵與ATM轉帳的支付模式Probit迴歸分析 16
表 6 消費者特徵與信用卡線上刷卡的支付模式Probit迴歸分析 ……… …..19
表 7 消費者特徵與便利商店取貨付款的支付模式Probit迴歸分析………....21
表8 消費者特徵與宅配到府，貨到付款的支付模式Probit迴歸分析..……..23

一、 中文文獻
李榮謙、方耀 (2001) 。電子支付系統與電子貨幣:發展、影響及適當的管理架構。 (中央銀行季刊) ''23(3)'' 7-50
二、 英文文獻
Bank for International Settlements (2004), "Survey of developments in electronic money and internet and mobi1e payments," CPSS Publications NO.62.
Clark, C. L. (2005), "Shopping without cash: the emergence of the e-purse," Economic Perspectives, 29(4), 34-51.
Hamdi, H. (2007), "Some ambiguities concerning the development of electronic money," Financial Theory and Practice, 31(3), 293-307.
Katz, M. L. and Shapiro, C. (1 994), "Systems competition and network effects," Journal of Economics Perspectives, 8(2) -115.
Sahut, J-M. (2008), "The adoption and diffusion of electronic wallets: the case of Moneo," Journal of Internet Banking and Commerce, 13( 1), 1-9.
Shy, O. and Tarkka J. (2002), "The market of electronic cash cards," Journal of Money, Credit, and Banking, 34(2), 299-314.
Smart Card Alliance (2002), "Smart cards and the retai1 payments infrastructure: status drivers, and directions," A Smart Card Alliance White Paper.
三、 網路資料
資策會產業情報研究所，2014，「2013 年台灣網購行為-使用行動裝置消費額大幅成長」 https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=353 , accessed 2018/9/25.
資策會產業情報研究所，2016，「《行動購物消費者調查》跨螢購物行為占整體網購近 50%」 https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=430 , accessed 2018/9/25. 資策會產業情報研究所，2017，「【網購消費者調查】2016 年網購消費平均 27,715 元」https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464 , accessed 2018/9/25.
資策會產業情報研究所，2018a，「【網購大調查系列一】日常購物頻率 網購已達 45％」， https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=488, accessed 2018/9/26.
資策會產業情報研究所，2018b，「2019 虛擬經濟三大商機：商務、社交、娛樂」， https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=499， accessed 2018/9/26.
經濟部商業司（資策會執行），2016，「我國 B2C 網路商店經營現況研析報告」， http://www.cnra.org.tw/edm/2016b2c.pdf，accessed 2018/9/24.