信用卡業務與銀行經營績效關聯性之研究

The Study on the Relation between Credit Card and Bank’s Operating Performance

李憶雯(I-Wen Lee)

指導教授 ： 陳若暉

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400371

摘要

金融自由化、國際化的衝擊下，國內新銀行紛紛設立，銀行存放款業務競爭越來越激烈，大部分的客戶掌握在舊行庫，但隨著國民水準不斷提升，購買力轉強，許多銀行紛紛轉向消費金融這個新市場。而信用卡業務更是各家銀行推出的主力產品。故本研究以信用卡與銀行財務績效間之關聯性為研究主題，研究樣本選自29家國內發卡銀行，運用Panel Data模型中的固定效果和隨機效果來進行實證研究分析。
在銀行經營績效的資產報酬率和權益報酬率下，第二類流通卡數的銀行其速動比率、營業費用率、負債淨值比、股東權益/總資產和營收成長呈正向顯著關係，代表支出越多，達成的經濟規模也越佳，能降低成本，承擔較大之營業風險，故使資產報酬提升。第二類簽帳金額和第一類流通卡數之銀行，營業費用與負債淨值比呈負向顯著關係，表示簽帳金額數越大，所承擔之逾期風險較大，故資產報酬和權益會減少。此外，成立金控後，第二類簽帳金額之銀行能有助於信用卡相關的業務行銷，使持卡人更有忠程度，進而提高資產報酬率和權益報酬率。
在營業利益率上，第一類流通卡數和第一類簽帳金額之銀行的股東權益/總資產比呈正向顯著關係，表示銀行流通卡數較少或是簽帳金額少的銀行，因所需承擔之信用卡風險較少，能維持較高之資本適足性，故營業利益率高。在營業費用率上，第二流通卡數和第一類簽帳金額之銀行呈正向顯著，第二類簽帳金額呈負向顯著，顯示市佔率高的銀行，具經濟規模，但信用卡需投入大量的費用(廣告、人事薪資費用等)，但若能降低信用風險，則能提升營業利益。負債淨值比上，第二類流通卡數之銀行呈顯著正相關，而第一、二類簽帳金額卻呈顯著負相關性，顯示無論是簽帳金額大或小，其銀行償債能力尚稱良好。此外，現金卡的發行，在第一類流通卡數、第一類簽帳金額和第二類簽帳金額之銀行呈顯著正相關，表示發行現金卡有助於提升銀行獲利。

關鍵字

簽帳金額 ； 固定效果模型 ； 信用卡 ； 縱橫資料(Panel Data) ； 隨機效果模型 ； 流通卡數

並列摘要

With the liberation of finance and trend of internationalization, lots of new banks established. However, the banks established for a long time have the most depositors and people have higher purchasing power because of the gross national income raise. Hence, it makes the bank’s business keen competition. While facing the low spread of traditional banking loan, consumer bank rises and develop gradually, especially credit cards’ promotion. Based on the above reasons, the research will explore the relation between credit cards business and bank’s performance. The subjects are 29 banks in Taiwan using the fixed and the random effects model of Panel data to test the hypothesis.
The measurement of bank’ performance are based on return on assets (ROA), return on equity (ROE) and Operating Profit Margin (OPM).The paper indicates that the banks in the second group of greater outstanding volume of credit card positive impacts on ROA and ROE, especially the independent variables including quick ratio, debt to equity, operating expenses, equity to total assets ratio and the growth rate of total revenue. It suggests that more outstanding volume is issuing, the greater economic of scale for banks to reduce the costs that diminished the risks. Another relatively negative influence on the second group of larger per card’s charge and the first group of less outstanding volume including the independent variables operating expenses and debt to equity. It indicates that the more charge amounts, the higher risk the banks take. In addition , when the banks merged other relative business and became financial holding company would benefit marketing campaign to enhance the loyalty of cardholders and increase ROE for the banks in the second group of larger per card’s charge.
For the first group of less outstanding volume and the first group of less per card’s charge, we found that the appearance of positive impacts for equity to total asset ratio on operating profit margin. It suggests that efficiencies of outstanding volume or charge amounts are important in raising capital adequacy ratio and increasing operating profit margin. Besides, for the second group of greater outstanding volume and the first group of less per card’s charge, operating expenses is positively related with OPM. Contrarily, for the second group of larger per card’s charge, operating expense is negatively related with OPM. It implies that market shares which economics of scale are more likely to lower product cost. It required lots of money to promote credit card including advertising and raising salaries. If banks could control their credit risk appropriately, the OPM will increase. The significant results of the debt to equity are mixed. For the second group of greater outstanding volume is positive, the first and second group of per card’s charge is opposite. It indicates that the banks have a creditworthiness to repay their debts. However, for the first group of less outstanding volume and the second group of larger per card’s charge, the appearance of a positive coefficient for the cash card presents which are helpful to obtain higher profitability.

並列關鍵字

credit cards ； per card’s charge ； outstanding volume ； panel data

參考文獻

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