隨著數位科技的普及，電子支付已成為現代消費者日常交易的重要工具。台灣政府積極推動無現金政策，促使電子支付的使用率持續提升，然而在眾多平台競爭下，如何建立顧客對平台的信任與忠誠度，成為業者經營的關鍵課題。本研究聚焦於探討感知價值與感知安全如何影響顧客對電子支付平台的滿意度與忠誠度，並進一步比較街口支付與歐付寶在相關構面上的表現差異。
本研究以品質／性能價值、經濟價值、情感價值與社會價值為感知價值的構面，並結合隱私與安全性作為感知安全構面，進一步探討其對顧客信任、滿意度與忠誠度之影響。研究透過問卷調查方式蒐集實證資料，共回收311份有效樣本，並以結構方程模型與多群組分析進行驗證。
研究結果顯示，六個構面皆對顧客信任具有顯著正向影響，顧客信任亦正向影響滿意度與忠誠度。但是顧客滿意度對忠誠度的影響僅在街口支付情境中達效果到顯著，歐付寶情境並未達到顯著水準，顯示不同平台之間的影響機制存在差異。在多群組分析中，顧客信任對品質／性能價值、經濟價值與情感價值的路徑影響，在兩平台間具有顯著差異，歐付寶於該三構面之影響力高於街口支付，顯示其價值感知連結較強；而在感知安全層面，街口支付則展現較高的信任基礎。

As digital technology becomes more common, electronic payments have become an important part of people’s daily spending. The government is encouraging a move toward a cashless society, which has helped increase the use of electronic payments in Taiwan. However, with many platforms competing, it is important for companies to build customer trust and loyalty. This study explores how people’s sense of value and security affect their satisfaction and loyalty to electronic payment platforms. It also compares two popular platforms in Taiwan: JKOPay and O’Pay.
The study focuses on four types of perceived value including quality and performance, economic, emotional, and social value. It also looks at privacy and safety as parts of perceived security. The research collected 311 valid responses through a questionnaire and used structural equation modeling and group comparison to analyze the results.
Findings show that all six factors have a positive effect on customer trust. Trust also increases satisfaction and loyalty. However, satisfaction leads to loyalty only for JKOPay, not for O’Pay, suggesting that the way loyalty is built may differ. The comparison shows O’Pay performs better in value-related areas, while JKOPay builds stronger trust through security.