台灣銀行業動態競爭研究-以金融科技為例

本研究蒐集台灣8大公股行庫發展FinTech相關金融商品之實際數據，依動態競爭理論之市場共同性與資源相似性兩個構面，進行競爭者圖像分析，並以8大公股行庫於 2016年至2018年間，所推出21項FinTech商品上線時程，進行彼此攻擊競爭之回應速度與回應率分析，以實證動態競爭理論。實證結果與動態競爭理論相同之觀點如下: 1.當市場共同性愈大時，競爭者回應焦點廠商競爭性行動的可能性愈高。 2.當資源相似性愈高時，競爭者回應焦點廠商競爭性行動的可能性愈高。 3.市場共同性在競爭性行動與回應上，是比資源相似性強的預測因子。 4.由於市場共同性與資源相似性的競爭不對稱性，競爭廠商與對手相互採競爭性行動的可能性不同。實證結果與動態競爭理論不同之發現如下: 1.市場共同性愈大時，焦點廠商對競爭者採取競爭性行動的可能性不一定較低。 2.資源相似性愈高時，焦點廠商對競爭者採取競爭性行動的可能性不一定較低。

關鍵字

動態競爭；市場共同性；資源相似性；競爭不對稱性；銀行；金融科技

並列摘要

This study is based on the "Competitive Dynamics" concept. Actual Data from twenty-one FinTech products refered between 2016 to 2018 by Taiwan's eight major government-owned banks will be applied to the market commonality-resource similarity model to analyze and predict competitor behavior between rival banks under asymmetric competition. Empirical analysis suggests that the following statements align with the Competitive Dynamics Theory. 1.When market commonality is greater, the competitor's response to the initial competitive action will be greater. 2.When resource similarity is greater, the competitor's response to the initial competitive action will be greater. 3.The predicted results from the market commonality test are more accurate than the results from the resource similarity test. 4.Finally, when there is asymmetric competition, the competitors' strategy for competition may or may not be different. Empirical analysis suggests that the following statements diverge with the Competitive Dynamics Theory. 1.When market commonality is greater, the competitor's action to its competitor may not be low. 2.When resource similarity is greater, the competitor's action to its competitor may not be low.