臺灣博碩士論文加值系統

2016年行動支付在台灣的普及率大約只有24.4%，而同時台灣約有73%的人口使用智慧型手機，本研究旨在提供提升行動支付普及率的建議。

由於提出針對台灣整個行動支付產業的建議實為過於廣泛，本研究將焦點放在台灣現今最活躍的行動支付之一「街口支付」，採用由Alex Osterwalder所創造的價值主張模式及商業模式來分析街口支付所提供的服務。為加深了解潛在消費者及現有消費者對台灣行動支付及街口支付的想法，進行了5次消費者訪談及3次店家訪談，此外，為聽取專業人士的觀點，也安排了一場與街口支付創辦人/執行長—胡亦嘉先生的訪談。根據服務內容及訪談結果，採用價值主張模型歸納出尚未被滿足的需求提出四項提升普及率的建議作為結論。

其一重大發現為，無論街口支付要抓住哪一邊的顧客，除了行動支付的核心服務，該服務是否有提供目標客群所需的行銷或折扣效益，對成功獲得新顧客或留住既有客戶來說，都是不可或缺的一環。

Considering the adoption rate of mobile payment users in Taiwan was as low as 24.4% in 2016, whereas 73% of population in Taiwan uses mobile phones, this research paper aims to provide recommendations to increase the market penetration of mobile payment services.

Instead of giving general advice for the mobile payment industry in Taiwan, this research focuses on one of the most active mobile payment services nowadays in Taiwan – JKOS Pay (街口支付). The value proposition model and business model, created by Alex Osterwalder, were adopted to analyze the service that JKOS Pay provides. In order to have a deeper understanding on how potential users and existing users think of mobile payment services in Taiwan and JKOS Pay, interviews were conducted for 5 consumers and 3 merchants. Furthermore, an interview with Mr. Kevin Hu, the founder/CEO of JKOS Pay was also arranged to obtain a point of view from a real stakeholder in this industry. Following the interviews, this thesis proposes four recommendations in order to close the perceived gap between application features and consumer expectations.

Regardless of which side of the platform JKOS is trying to capture, it is essential that JKOS convey the additional marketing and discount benefits that target merchants and customers are seeking, rather than simply rely on the strength of its core payment service to attract and retain customers.

Master Thesis Certification by Oral Defense Committee i
Acknowledgement ii
中文摘要 iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables viii
Ch1. Introduction 1
1.1 Research Background and Motives 1
1.2 Research Purposes 2
1.3 Research Process 3
Ch2. Literature Review 4
2.1 Definition of Mobile Payment 4
2.2 Mobile Payment in Taiwan 5
2.3 Mobile Payment Consumer Survey in Taiwan 6
2.4 Value Proposition Model 7
2.5 Business Model Canvas 8
2.6 Credit Card Fees Breakdown 9
2.7 Platform Revolution 11
Ch3. Research Methodology 13
3.1 Design 13
3.2 Objectives 14
3.3 Data Collection 15
Ch4. Case Study - JKOS Pay 16
4.1 Introduction 16
4.2 Service 17
4.3 Pull 18
4.4 Facilitate 19
4.5 Payment Process 20
4.6 Feature Comparison of JKOS Pay and EasyCard 23
4.7 Competitors Comparison 24
4.8 Porter’s Five Forces Analysis 26
4.8.1 Threat of New Entrants 26
4.8.2 Bargaining Power of Suppliers 26
4.8.3 Bargaining Power of Buyers 27
4.8.4 Threat of Substitutes 27
4.8.5 Rivalry Among Existing Competitors 27
Ch5. Results and Analysis 28
5.1 Value Proposition 28
5.1.1 Target Audience 28
5.1.2 The Task Ahead 29
5.1.3 Offerings 29
5.2 Interviews with Merchants 30
5.3 Interviews with Consumers 35
5.4 Business Model Canvas 40
Ch6. Recommendations 46
6.1 Recommendation (1) 46
6.2 Recommendation (2) 48
6.3 Recommendation (3) 51
6.4 Recommendation (4) 53
Ch7. Conclusions 56
7.1 Keys to Success for Promoting Mobile Payment in Taiwan 56
7.1.1 Merchants 56
7.1.2 Customers 57
7.1.3 First-mover Advantage 57
7.1.4 Government Support 58
References 59
Appendix 62

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