消費性金融服務的發展與影響因素

在全球科技金融蓬勃發展時如何更快速更便捷的完成交易一直是個重要課題，尤其在2019年新冠病毒大流行後無接觸的交易模式又讓各界更為重視，雖我國行動支付普及率也因應全球金融潮流持續上升中，但普及率上升速度相對緩慢。本研究主要以消費者、店家、行動支付業者及政府政策等面向探討如何促進我國行動支付普及率，樣本選定為國內某銀行2017年至2021年行動支付特約商店及2021年度消費者為研究對象，並於資料整理後進行基本統計量分析探討我國不同區域、不同性別的店家和消費者不同的特性，為驗證基本統計量之結果本研究使用單因子變異數觀察區域性及性別對消費者交易金額及商家手續費率的關聯，結果顯示我國行動支付普使用量存在城鄉差距，另利用迴歸分析法探討消費者性別、台股指數、國定假日期間、數位振興5倍券變數對消費者使用行動支付進行消費性金融之程度，顯示結果國定假日及數位振興5倍券對行動支付使用程度有正相關的影響，消費者性別及台股指數並無有效反應，故建議行動支付業者促銷活動及政府回饋性政策，因加強消費者面而補足平日交易的不足及城鄉差距。

關鍵字

行動支付；使用意願；新冠病毒

並列摘要

How to update the completion status of transactions more quickly when the global financial market of technology is developing has always been an important focus, especially after the new crown epidemic in 2009, the contactless transaction model has become more prominent, although the penetration rate of mobile payment It is also due to the continued rise in financial trends, but the speed of transmission is increasing slowly. This research mainly discusses how to promote the penetration rate of mobile payment in my country from the perspectives of consumers, stores, mobile payment providers and government policies. After the data is sorted out, basic statistical analysis is carried out to explore the different characteristics of stores and consumers in different regions and genders in my country. In order to verify the results of basic statistics, this study uses single-factor variance to observe the effect of region and gender on consumer transaction amount. The results show that there is a gap between urban and rural areas in the general usage of mobile payment in my country. In addition, regression analysis is used to explore the impact of consumer gender, Taiwan stock index, national holiday period, and digital revitalization 5 times coupon variables on consumers’ use of mobile payment. The degree of consumer finance shows that national holidays and digital revitalization 5 times coupons have a positive impact on the use of mobile payment. Consumer gender and Taiwan stock index have no effective response. Therefore, it is recommended that mobile payment industry promotion activities and government feedback Sexual policy, to make up for the insufficiency of daily transactions and the gap between urban and rural areas by strengthening the consumer side.