| 摘要: | 隨著網際網路快速的發展，科技發展越來越進步，網際網路的興起促使買賣交易型態也有所改變，從實體店家至虛擬網路，支付方式也進入電子化，但在交易過程中因買方與賣方交易的方式及時間都不同，產生了交易糾紛，線上支付的風險產生，因此，第三方支付孕育而生。本研究透過兩階段，首先以專家觀點並利用網路分析程序法探討第三方支付公司經營之關鍵因素；其次，運用結構方程模式探討消費者使用第三方支付因素間之關係，進而分析消費者對於第三方支付服務。實證結果顯示，專家問卷的結果，重要度依序為「內部流程構面」、「顧客構面」、「財務構面」及「學習與成長構面」；消費者問卷的結果，重要度依序為「學習與成長構面」、「內部流程構面」、「顧客構面」、「財務構面」，因為專家跟消費者本身的出身背景、專業知識及邏輯思考上皆不盡相同，所做出來的問卷結果會有所差異。
With the rapid development of internet, technology development is progressing, the rise of the internet to promote the sale of trading patterns have changed from the physical store to the virtual network, payment methods have also entered the electronic, but in the transaction the process because the buyer and the seller of the way and time are different, resulting in a transaction dispute, online payment the risk is generated, so the third party payment is born. This paper explores the key factors of the third party payment company through the expert analysis and the use of the network analysis pro-gram method. Secondly, the use of structural equation model to explore the relation-ship between the use of third-party payment factors, and then analyze the consumer for the third party payment service. The empirical results show the results of the expert questionnaire, the importance of order internal business processes perspective, cus-tomer perspective, financial perspective, learning and growth perspective; consumer questionnaire, the importance of order learning and growth perspective, internal busi-ness processes perspective, customer perspective, financial perspective, because the experts and the consumer's own background, professional knowledge and logical thinking are not the same, the question will be done out of the questionnaire. |
