國際化廠商選擇海外服務銀行之因素－兩岸金融市場開放後台商往來銀行移轉之意圖

The Influential Factors of Servicing Bank Selection for Internationalized Firms in Overseas Market: Switch Intension of Taiwan Firms in Mainland China after the Open Policy in Financial Deregulation

林谷合(Ku-Ho Lin) ； 顏炘怡(Hsin-Yi Yen) ； 彭耀平(Yao-Ping Peng)

《管理研究學報》 18卷 (2018/12) Pp. 1-32

https://doi.org/10.6626/MR.201812_18.0001

摘要

在兩岸金融與經貿往來頻繁下，國際化廠商如何選擇當地往來銀行也成為有意前往海外發展的銀行首要關注的焦點。我國銀行成為海外市場的「後進者」，因此，在多數台商已經有當地往來銀行的情況下，台資銀行是否能藉由所謂的「關係金融」（Relationship Banking），使台商捨棄當地銀行而移轉至新進的台資銀行？或是需要更多的實質利益，才能吸引台商使用台資銀行？故本研究以使用者（台商）的角度，探討國際化廠商選擇海外服務銀行之因素，且進一步探討台商移轉往來銀行之意圖。本研究以長江三角洲地區之台商為研究對象，根據2010年投資審議委員會調查之台商名冊為分析對象。透過實證研究結果顯示，承諾之前置因素對於情感式承諾有正向顯著影響；承諾之前置因素對算計式承諾有負向顯著影響；算計式承諾對於移轉意圖有正向顯著影響；企業與銀行間相互依賴的關係對於情感式承諾與移轉意圖無顯著干擾效果，但對於算計式承諾與移轉意圖有顯著干擾效果；知覺的移轉成本對於算計式承諾與移轉意圖無顯著干擾效果。另外本研究最後依據分析結果提出研究貢獻與實務意涵。

關鍵字

承諾之前置因素 ； 承諾 ； 移轉意圖 ； 企業與銀行間關係 ； 知覺的移轉成本

並列摘要

As Taiwan and mainland China are engaged in frequent economic and trade contact, how should the international firms select local service bank has become a concern of banks that have interest in joining in overseas markets. Chinese banks are the ＂latecomers＂ in the overseas market. Therefore, as most Taiwanese firms have established partnership with local banks, whether the Taiwanese banks can take advantage of the so-called relationship banking to make Taiwanese firms turn to the newly emerged Taiwanese banks or how many substantial interests could make them successfully attract Taiwanese banks is the topic worth of studying. Therefore, this paper was written from the perspective of the user (Taiwanese firms) to explore the factors that influencing the international firms' choice of overseas service banks, and further discuss the intention of Taiwanese firms in switching service banks. Taking the Taiwanese firms located in the Yangtze River Delta region as the research object and the Taiwanese firms listed in the Survey of 2010 Investment Review Commission as the analytic object. In order to verify the hypothesis of this study, comprehensive analysis was made on the data of the questionnaires, including descriptive statistics, reliability analysis, correlation analysis, multiple regression analysis and hierarchical regression analysis. The empirical research result showed that the antecedent factors of the commitment have significantly positive influence on emotional commitment; the antecedent factors of the commitment have significantly negative influence on calculative commitment; the interdependence between firms and banks have no significant interference effect on emotional commitment and switching intention, but have significant interference effect on calculative commitment and switching intention; the switch cost of perception have no significant interference effect on calculative commitment and switching intention. Besides, the contributions of this research and the implications of the practice were proposed according to the analysis results, and the limitations of this research and suggestions for future researches were pointed out.

並列關鍵字

antecedents of commitment ； commitment ； switching intention ； banking-corporate relationship ； perceived switching costs

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