以DEMATEL分析法探討第三方支付購買旅遊商品之決策因素 ; Using DEMATEL Method to Analyze the Critical Factors of Purchasing Decisions on Tourism Products by the Third-Party Payment

第三方支付為一新興的交易方式，在「電子支付機構管理條例」專法通過並施行後，業者緊跟著開發各種支付系統平台，傳統的旅遊業者也紛紛轉型投入網路交易，透過電子商務的行銷並結合第三方支付預訂旅遊商品並進行支付等，也為旅遊業者創造新商機。本研究之主要目的即為建構出消費者採用第三方支付購買旅遊商品的考量因素模型。透過文獻探討與專家初訪後，本研究找出了消費者採用第三方支付購買旅遊商品考量因素之四大構面，包括價格、產品吸引力、風險性與服務，並次分為十二項準則；研究方法則採用DEMATEL分析，透過專家問卷找出這些因素的因果關係與權重。研究結果顯示，價格被其他三個因素所影響，是為「果」群，而服務則影響其他三個因素，是為「因」群。根據以上結果，本研究進一步提出討論與建議，供業者做為產品及行銷策略制定的依據並改善現有第三方支付業者的服務水準。 Third-party payment is an emerging type of payment transactions. The tourism industry has been developing all kinds of payment transaction platforms and upgrading the business model through the online store and e-commerce marketing to go with third-party payment for the tourism products reservation and payment-making after the law The Act Governing Electronic Payment Institutions is launched. Accordingly third-party payment creates the new business opportunities for this industry. The main purpose of this research is building up the decision factor model that the consumers use third-party payment purchasing the tourism products. After studying the papers and interviewing the experts, the author checks and fig-ures out 4 perspectives, including pricing, product, risk and service, of decision factors influencing the consumers to use third-party payment purchasing the tourism products, and divides 4 perspectives into 12 points. The research method is DEMATEL analysis. The author defines the causal rela-tionship and ratio among the decision factors by questionnaire. This research shows that the pricing is affected by the other 3 decision factors, called "effect", and the service affects the other 3 decision factors, called "cause". As a result, there will be an advice for the tourism industry to create and imple-ment the strategies of product and marketing, and improve the service of third-party payment.