| 摘要: | 悠遊卡民國99年4月1日小額消費正式施行後，透過異業結盟的行銷與跨業合作，小額付費的應用範圍涵蓋便利商店、餐飲、藝文、咖啡連鎖店、百貨美食街等通路，截至民國101年3月，國內已有43個通路品牌、1萬2700多家特約商店可使用悠遊卡消費，平均每天有45萬筆悠遊卡小額消費。而企業導入悠遊卡小額消費機制，可減少現金處理成本與提升交易頻率，特約商店也透過使用悠遊卡付費的優惠來有效增加來客數，提供民眾更便利的付費方式。 本研究採取個案研究的方式進行，以已成功導入悠遊卡小額付費之個案公司為研究對象，對事先選定的個案公司透過深入訪談、文件、實際觀察及專案資料收集等方式，從系統分析到系統完成上線的過程，來進行悠遊卡核帳系統導入實務之探討，並分析影響消費者使用悠遊卡付費之因素，期望為企業尋找出提高悠遊卡使用率的建議。從研究結果發現，個案公司悠遊卡付費使用率不高的原因，包含初期未積極推廣、無搭配悠遊卡付費之優惠、消費者需求與接受度等因素，都會影響到消費者使用悠遊卡付費的意願。因此個案公司應該要常舉辦促銷活動來吸引消費者，如現金回饋、優惠折扣或紅利點數等促銷策略，才能有效提昇民眾使用悠遊卡付費之意願。EasyCard consumption has been formally implemented from April 1, 1999 in Taiwan. Through the strategic alliance from different business fields, this payment application range covers convenience stores, restaurants, arts, coffee chain stops, department stores, and even the food stands in the malls. As of March in the year of 2012, there are 43 channel brands, and more than 12,700 contracted stores in which people can apply the Easycard consumption around this country. There are more than 450,000 deals with EasyCard in average each day. Enterprises which apply EasyCard can reduce the cost of dealing with cash and enhance the frequency of transactions. The contracted stores also effectively increase the number of visitors through the preference of using that card. This provides the public with more convenient payment methods. This study adopts the case study method. The cases here are the ones which have been successfully apply the money card payment system. By means of in-depth interviews, documents, the actual observation, and project data collection with these enterprises, and the process of system analysis to completed on-line, to discuss the practice of the EasyCard system about reconciling the accounts receivable records, and to analyze the factors that influence consumers to use the money card payment. We expect to look for recommendations for those companies to improve the money card utility rate. From the findings, the reasons of the low utility rate with those case companies, including lack of active promotion at the very beginning, without any preference through the payment of the money card, consumer demand and acceptance, and other factors will influence consumers' willingness to use the money card to pay. Therefore, case companies should often hold promotional activities to attract consumers, such as cash feedback, discounts or bonus points promotion strategy in order to effectively enhance the willingness of people to use the money card payment. |
