台灣地區的電子商務逐年有突破性的成長，金流、物流、資訊流在電子商務的相關研究領域中，物流是最容易被拿來作為研究與探討，但金流服務可以說是不可忽視的一環，也是最具挑戰性的課題之一。在激烈競爭的環境之下，如何選擇兼具經濟效益與消費者願意使用的付款方式，是一道值得探究的課題。本研究透過層級分析法(AHP)找出店家選擇付款方案之因素，再利用TOPSIS瞭解到店家選擇方案的最佳順序為何，最後搭配重要度與滿意度(IPA)分析各店家對平台所提供的方案優勢與需改進之處。 本研究透過文獻回顧、產業現況的觀察，擬出相關的因素，再透過實際的訪談透確定本研究的評估因素，分別為｢行銷策略｣與｢交易成本｣等兩大構面，每個構面下各有四項評估準則，共計八個準則；平台所提供的付款方案，分別為｢信用卡一次付清｣、｢信用卡分期付款｣、｢ATM轉帳｣、｢便利商店付款｣、｢貨到付款｣等五種。 經由層級分析法的研究結果顯示，整體來說｢行銷策略｣為三種類型的店家(服飾、書籍、3C)皆重視的構面，可作為未來線上開店店家參考指標；而TOPSIS的分析結果，整體而言，目前的店家對於平台所提供的付款方案看法一致，並無優先選擇的付款方案；最後在重要度與滿意度的分析部份，在｢優先改善區｣與｢過度投入區｣的評估準則絕大部分未出現。 E-commerce in Taiwan has a groundbreaking growth each year. In the research of e-commerce, logistics is more frequently and extensively discussed than cash flow and information flow. However, cash flow is an indispensable part of e-commerce and one of the most challenging issues. In a highly competitive business environment, how to select cost-effective payment methods that consumers are willing to use is an issue worth investigating. This study applies analytical hierarchy process (AHP) to explore factors affecting online stores’ choice of payment methods and TOPSIS to find the optimal priorities of the payment solutions for online stores. Finally, importance-performance analysis (IPA) was performed to analyze the strengths and weaknesses of payment solutions provided by the e-commerce platform. Factors affecting online stores’ choice of payment methods were first obtained from previous literature and observation of the current e-commerce services. Later, interview was conducted to validate and extract important factors. The extracted factors were divided into two dimensions, including “marketing strategy” and “transaction cost”. Each dimension consisted of four evaluation criteria, so a total of eight criteria were used in this research. P company’s shopping platform offered five major payment solutions, including “pay in full using credit card”, “pay by installment using credit card”, “money transfer by ATM”, “pay at convenient stores”, and “pay on delivery”. The AHP analysis indicated that “marketing strategy” was a dimension that all three types of online stores (apparel, books, and 3C) considered important. This finding could be an important reference for future online stores. The TOPSIS analysis suggested that the current online stores had consistent perceptions regarding payment solutions offered by P company’s platform and showed no favor for any particular solution. The IPA results revealed that most of the criteria were outside the “Concentrate Here” and “Possible Overkill” quadrants.
