| Summary: | 碩士 === 國立清華大學 === 經營管理碩士在職專班 === 100 === With the popularity of E-commerce and the fast growth from B2B (Business-to-Business) and B2C (Business-to-Customer) to C2C (Customer-to-Customer), Internet shopping changes many people’s shopping behaviors. It has been a trend that more and more people are now shopping online and paying online has become much more frequently. The cash flow is one of the important factors that determines the popularity and scale of e-commerce market. In Taiwan, many payment methods and tools are applied in the e-market. However, the third party payment platform has been well developed in China because of its economic condition and environment.
This dissertation is going to analyze and compare the third party payment platform of China’s Alipay and Taiwan’s current development of the third party payment platform and the e-commerce pattern. In addition, questionnaire research method was also used as a support to understand the satisfaction of current e-commerce payment methods from end users in order to further analyze and discuss the feasibility of conducting the third party payment platform in Taiwan’s e-market.
The result of this study after analyzing the questionnaire indicates that around 40% of consumers have the experience of paying through the third party payment platform. Besides, most consumers tend to accept the third payment platform, and consumers aged below 20 years old have higher tendency to use the third party payment platform.
It is expected that this research could provide relevant industries with an initial understanding of the acceptance of applying the third party payment platform from different consumer groups, and gives a preliminary direction to the third party payment platform companies to improve and modify their business and marketing strategies to their target customers. It is believed that the third party payment platform companies could improve the consumers’ satisfaction, increase the utilization rate, and expand the e-commerce market size with proper understanding of this research and appropriate business model applied.
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