客製化與信任對顧客貸款知識與貸款決策時猶豫不決之間的影響

本研究旨在探討顧客貸款知識對貸款決策時猶豫不決之影響，並瞭解業務員信任之中介效果與客製化消費性貸款之調節效果。以具消費性貸款經驗的顧客為樣本，採用便利抽樣法選取受測者，問卷發放750份，回收問卷740份，剔除回答不完整或無效問卷，實得有效問卷總計572份，有效問卷率為76.27%。本研究採用SPSS18.0套裝軟體進行分析，採用迴歸分析法檢定知識對猶豫不決之影響，並以階層迴歸分析檢定信任對知識與猶豫不決間之中介效果；客製化對知識與猶豫不決間之調節效果。研究結果顯示：（1）顧客貸款知識不同對猶豫不決子構面託付決定之影響有顯著差異；顧客貸款知識較高者易影響猶豫不決子構面託付決定；（2）顧客貸款知識不同對業務員信任之影響有顯著差異；以業務員信任為中介變數對知識與猶豫不決子構面託付決定具有部份中介效果；（3）獨特性客製化對知識與猶豫不決子構面延遲決定及託付決定具有正向調節效果。

關鍵字

消費性貸款；貸款知識；猶豫不決；業務員信任；客製化

並列摘要

This study sought to explore the impact of loan knowledge on hesitation during loan- related decision-making and to gain an insight into the moderating effect of salespeople’s trust and customized consumer loans. With the customers that had consumer loan experiences as the samples, convenient sampling was adopted to select the subjects. A total of 750 copies of the questionnaires were distributed, and 740 copies were recovered. After excluding the incomplete or invalid questionnaires, only 572 valid questionnaire copies were usable, accounting for a 76.27% valid questionnaire rate. SPSS18.0 was adopted in this study in making the analysis. The regression analysis method was used to study the impact of knowledge on hesitation. Additionally, hierarchical regression analysis was adopted to test the moderating effect of trust on knowledge and hesitation, as well as the moderating effect of customization on knowledge and hesitation. The results show that: (1) the impact of loan knowledge on the different hesitation sub-dimension consigned decisions showed significant differences; those with greater loan knowledge were more likely to affect the decisions in the hesitation sub-dimension consigned decisions; (2)the impact of various loan knowledge showed significant differences on salespeople’s trust; with salespeople trust as a moderating variable, there were partial moderating effects on knowledge and hesitation sub-dimensions consigned decisions; (3)customization with uniqueness had a positive moderating effect on the knowledge and hesitation sub-dimensions that delayed decisions and consigned decisions.