當前的行動支付產業競爭激烈，市場上各家行動支付平台皆試圖搶佔市場，而民眾對行動支付的接受度也越來越高，在消費者常用的交易方式中，行動支付從 2018 年 43.8%，成長至 2020 上半年的 59.7%，當各家行動支付平台在搶得市佔後，如何守住現有戰果便是接下來的課題，目前企業普遍意識到開發一個新客戶的成本要比留住既有客戶高得多，因此需要理解客戶流失背後的關鍵因素，並將客戶分類，在流失發生前留住有價值的客戶。行動支付平台因為屬於雙邊市場，商家的地位與消費者相當，且目前平台的直接收益有一大部分來自商家，因此如何留住B2B客戶便是行動支付平台所面對的一大課題。
本研究使用Push-Pull-Mooring 模型，分析影響行動支付平台B2B客戶流失背後的推力(Push)、拉力(Pull)、繫住力(Mooring)，結合過去研究分析客戶流失時常用的RFM模型。研究透過問卷發放來獲取商家的資料，並使用羅吉斯迴歸驗證理論模型，找出流失商家和非流失商家的特徵，探討影響行動支付平台商家流失的關鍵因素。
研究結果發現資安風險、滿意度、替代方案的吸引力、交易頻率、交易額是分析行動支付平台商家流失的關鍵因素，其中交易頻率是最重要的變數，在管理意涵中，建議平台業者可以針對平台資訊安全的部分優先改善，同時維持其服務品質、系統品質、資訊品質，讓用戶感受到其服務穩定、資訊可靠，針對用戶轉移到不同平台所造成的客戶流失，平台應提供更優惠的合作方案、較佳的功能性、較多的用戶，為行動支付平台在保留客戶上帶來競爭優勢，新進平台則可以透過這些吸引力來誘使用戶轉移，而收集客戶的交易頻率、交易量來建立客戶行為資料庫，可以在未來針對客戶流失執行預測性分析。

Currently, the mobile payment industry in Taiwan is highly competitive. Therefore, after each mobile payment platform has gained its market share, determining how to retain customers has become a key issue. Currently, companies generally realize that the cost of developing a new customer is much higher than retaining existing customers. Companies need to understand the key factors behind customer churn and how to classify customers in order to retain valuable customers before churn occurs. A mobile payment platform is a two-sided platform; hence, B2B customers have the same value as B2C customers. However, there is currently few research on B2B customer churn on mobile payment platforms. An empirical study to investigate the key factors behind B2B customer churn on mobile payment platforms, using the Push-Pull-Mooring model and RFM (recency, frequency, monetary value) model, was developed. A logistic regression was used to verify the research model. The results of the analysis indicated that security risks, satisfaction, alternative attractiveness, frequency, monetary value are the key factors. Among all the factors, frequency was the most important factor. Our findings can be used by mobile payment platforms to identify priority improvement targets when improving their systems.

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