Third-party payment development status in Taiwan and improvement suggestions

• Main Authors: Han-Wei Chiang, 江漢威
• Other Authors: Chin-Tarn Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7d5ax3

碩士 === 國立中山大學 === 管理學院高階經營碩士學程在職專班 === 107 === Due to the science-tech and the popularization of the Internet, business models such as online shopping and mobile commerce have been emerging. Unlike the traditional consumption models, the trust between consumers and online businesses is lacking, and individuals and small businesses can''t accept specific payment instruments (such as credit cards), which prompts the rise of third-party payment. In many collaborative cases of horizontal alliances, they let the existing payment methods are not only payment by aggregating the advantages of electronic payment and electronic ticket. It can be seen that third-party payment is a variant of the transaction medium in the Internet era, and it is also one of the elements for the mature development of the e-commerce industry. The smart phone devices flood the money into itself to let people can trade by one phone in hand. Shopping behavior has become more life-oriented and has become a part of life. Even so, the development of third-party payment in Taiwan is still limited by consumption habits and regulations. This study mainly discusses the analysis and improvement suggestions for the development of third-party payment in Taiwan, from e-commerce development, consumer payment habits to electronic payment regulations. Explore the advantages, disadvantages and existing difficulties and challenges with the marketing and integration aspects. In terms of research, the paper analyzes the development history and operation mode, and uses the marketing 4C theoretical framework to dismantle the current development challenges. In addition, through the actual interviews of bankers and related operators, analyzes the payment flow industry with the bank as the essence. With the case of LINE pay in Taiwan, the status of the comparison is discussed simultaneously. The research found that the popular payment type and third-party payment will still coexist for a long time and will be in a competitive relationship until the development reaches a balance. Furthermore, the third-party payment development time will be longer and limited due to the perfect financial mechanism. It could not completely replace the original habits of consumers and achieve the existing governance objectives. The focus in the next few years will be multi-scenario marketing, the integration of the industry chain from online to offline and even mobile app interface and the promotion of cross-border payment. For the regulations of third-party payment can be refined in detail and revised to meet the needs of Taiwan''s environmental development.