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研究生:范羽明
研究生(外文):Fan, Yu-Ming
論文名稱(外文):Key Factors Affecting Customers to Select Third-Party Payment Platform in Taiwan
指導教授:李智明李智明引用關係
指導教授(外文):Lee, Chih-Ming
口試委員:劉基全萬文隆
口試委員(外文):Liou, Ji-ChyuanWan, Wen-Lung
口試日期:2017-06-23
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:149
外文關鍵詞:Third-Party Payment PlatformTaiwan Consumer BehaviorAnalytic Hierarchy Process (AHP)Multiple Decision-Making Analysis
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The fast pace of technology progress has created many innovation and even a revolution on finical industry, especially payment part. It has changed consumer’s payment habits and reformed financial environment. Therefore, the purpose of this thesis is to clarify the important factors of Taiwan consumers regarding Third-Party Payment Platform selection. Eventually, we hope this study serve as a guideline for Taiwan Third-Party Payment Platform business to recognize Taiwan consumer’s applying emphasis, and as a blueprint of meeting consumer’s expectation and enhancing competitiveness in the future.

Based on the reviewed literature, three dimensions and fifteen factors affecting Taiwan consumers to select Third-Party Payment Platform were derived. Afterword, two questionnaires were design and distributed to consumers and experts. Then, AHP methodology was applied to investigate the important ranking of consumers’ and experts’ attitudes among dimensions and factors. After studying the results of consumers and experts, we found that there exists no great difference between these two and showed positive correlation to each other, so we combined them all together. Then, we discovered that the rank of importance of dimensions is: Trust, Service, and Service. The rank of factors is as follows: Privacy Protection, Risk Control, Security, Reliability, Reputation, Usefulness, Convenience, Accuracy, Price Advantage, Response Time, Ease to Use, User Range, Application, Empathy, and Personalization, respectively. In the end, some suggestions were proposed for Taiwan governments and Third-Party Payment Platform companies based on the results of this study.

Abstract i
Acknowledgement ii
Table of Contents iii
List of Tables v
List of Figures vi

Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Purposes of the Research 4
1.3 Research Process 7

Chapter 2 Literature Review 9
2.1 The Process and Characteristics of Third-Party Payment Platform 9
2.2 Papers Related to Analytic Hierarchy Process (AHP) 18
2.3 Papers Related to Select a Third-Party Payment Platform 23

Chapter 3 The Methodology of Analytic Hierarchy Process 39
3.1 The Goals and Assumptions of AHP 39
3.2 The Rationality of AHP 40
3.3 The Process of AHP 41

Chapter 4 Result of Survey and Discussion 51
4.1 Personal Information of Taiwanese Consumers 51
4.2 Analysis of Consumers Questionnaire 60
4.3 Analysis of Experts Questionnaire 75
4.4 The Analysis of the Correlation between Consumer Questionnaire and Expert Questionnaire 82
4.5 The Results of Combined Consumers Questionnaire and Expert Questionnaire 86

Chapter 5 Conclusions and Suggestions 90
5.1 Summary of Results 90
5.2 Suggestions for Government and Third-Party Payment Platform Industry 91
5.3 Research Limits and Future Development 98

References 100

Appendix 110
1. Consumer Questionnaire 110
2. Experts Questionnaire 129

Journal Article
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Thesis
Chen, G., & Zheng, H. (2012). How Has Third-Party Payment Reduced the Perceiced Risk of Young Consumers in China. (Master), Mälardalen University, 1-53.
Chen, J.-Y. (2015). The relationships of perceived risks, service convenience and trust to consumers’ intention to use third-party payment. (Master), National Chiao Tung University, 1-72.
Chen, P.-W. (2014). The Necessity and Development of Taiwan's Third-Party Payment Legalization - Taking PayPal and China's Alipay as an Example. (Master), National Central University, 1-127.
Deng, Y.-Y. (2015). A Study on the Factors Influencing Usage Intention for the Third-Party Payment Service Platform based on the Analytic Hierarchy Process. (Master), National Pingtung University of Science and Technology, 1-112.
Liao, H.-L. (2014). Personal Information Protection in Third-party Payment of E-Commerce. (Master), National Kaohsiung First University of Science and Technology, 1-158.
Lyu,Y.-H. (2015). Investigating Determinants of Third Party Payment Usage Intention from the Perspective of Consumer Perception. (Master), Fu Jen Catholic University, 1-91.
Yang, N.-T. (2014). The Effects of Third-Party Payment on Trust and Purchase Intention of Online Shopping. (Master), Fu Jen Catholic University, 1-91.
Yu, Z.-H. (2014). Factors Affecting Consumers’ Perception for a Business Model of Electronic Commerce with Third Party Payment. (Master), National Taiwan University, 1-71.
Zhang, T.-K. (2015). The Comparison of Third-Party Payment between Taiwan and Mainland China. (Master), National Taiwan University, 1-52.
Zheng H.-M. (2014). A Research of Consumer’s Intention on the Third-Party Payment Services. (Master), National Changhua University of Education, 1-87.
Conference Paper and Proceedings
Abrazhevich, D. (2001). Electronic payment systems: issues of user acceptance. Paper presented at the In B. Stanford-Smith and E. Chiozza (Eds.), E-work and E-commerce.
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Book
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Generic and Report
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Web Page
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Press Release and Magazine Article
Apple Daily. (2016). Third-Party Payment Is Trying to Earn the E-Payment Market share which size amounts 8 Billion. Apple Daily. Retrieved from http://www.appledaily.com.tw/appledaily/article/headline/20161211/37481596/
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Mobile Internet Users to Top 2 Billion Worldwide in 2016, According to IDC (2015). IDC. Retrieved from https://www.idc.com/getdoc.jsp?containerId=prUS40855515
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The Economist Monitor. (2010). The net generation, unplugged. The Economist, Mar 6th 2010.
Yang C.-X. (2016). Uber Ally With Alipay to Compete With Didi Chuxing, But Profit All Goes to Alibaba? Business Next. Retrieved from https://www.bnext.com.tw/article/39441/BN-2016-05-04-044255-81

Legal Rule and Regulation
Administrative Measures for the Payment Services Provided by Non-financial Institutions Chp. 1 Art. 2 (2010). People's Bank of China, P.R.C.
The Act Governing Electronic Payment Institutions, Cha.1 Art. 3 (2015). Legislative Yuan, R.O.C.

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