進階搜尋


 
系統識別號 U0026-1201201500082700
論文名稱(中文) 影響消費者對銀行業信用貸款的使用意願與否之研究-以台南地區的信用貸款為例
論文名稱(英文) The Research of Impacts on Consumer’s Willingness to Use Banking Credit Loans -Taking Tainan Area Credit Loans as an Example.
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 張瑞方
研究生(英文) Rui-Fang Chang
學號 R47011136
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 指導教授-康信鴻
口試委員-莊雙喜
口試委員-蔡惠婷
口試委員-周信輝
口試委員-傅英芬
中文關鍵字 金融海嘯  歐洲主權債務危機  信用貸款  線性機率模型  理性行為理論 
英文關鍵字 Financial tsunami  European sovereign debt crisis  Credit loans  Linear Probability Model  Theory of reasoned action 
學科別分類
中文摘要 摘 要
近年來台灣金融業經歷過2006年信用卡和現金卡的風暴、2008年的金融海嘯、2010年的歐洲主權債務危機,而且銀行業的消費者信用貸款業務也受到影響而有些衰退,但消費者信用貸款業務依然是銀行業獲利的主要來源,因此,本研究想探討影響消費者對銀行業信用貸款使用意願與否之研究。
本研究架構以Fishbein and Ajzen(1975)的理性行為理論(Theory of Reasoned Action,TRA)為基礎,探討行為意圖、行為態度與主觀規範對影響消費者在銀行業信用貸款使用意願與否之研究,再加上社會人口學的解釋變數,以探討這些解釋變數在消費者對於銀行業信用貸款使用意願行為是否有顯著影響。
本研究問卷問項共分為四部分,分別為行為意圖、行為態度、主觀規範及社會人口學變數,以問卷調查方式調查220位消費者,共回收有效問卷217份,其有效問卷回收率為98.6%,並運用EViews等相關統計軟體,例如:計量經濟學的線性機率模型(Linear Probability Model,LPM) 、T檢定等相關檢定分析,以建立迴歸方程式模型並討論之。
其研究結果顯示:(1)在行為意圖變數中以「工作需求(WR) 、「資金週轉(CSU)」和「利率是優先的考慮(RAT)」對於願意使用銀行業的信用貸款之決定因素有顯著的正向關係。(2)在主觀規範變數中以「媒體報導(MET)」和「家人支持(NTH)」對於願意使用銀行業的信用貸款之決定因素有顯著的正向關係。
影響消費者願意使用銀行業信用貸款的決定因素主要為「家人支持(NTH)」「媒體報導(MET)」、「利率是優先的考慮(RAT)」、「工作需求(WR)」和「資金週轉(CSU)」這五項解釋變數皆達到正向顯著水準。
關鍵字:金融海嘯、歐洲主權債務危機、信用貸款、線性機率模型、理性行為理論
英文摘要 Extended Abstract
The Research of Impacts on Consumer’s Willingness to Use
Banking Credit Loans -Taking Tainan Area Credit Loans as an Example.

Author’s Name Rui-Fang Chang
Advisor’s Name Hsin-Hong Kang
Master of Business Administration and College of Management
SUMMARY
In recent years, the financial industry of Taiwan experienced a series of attacks – the storms of credit and cash cards in 2006,the financial tsunami in 2008 and the European sovereign debt crisis. The consumer credit loans of the banking are also affected and decreased. However,the consumer credit loans business is still the main profit of the banking. This study would explore the impact on consumer’s willingness to use credit loans.
Based on the Theory of Reasoned Action (TRA) proposed by Martin Fishbein and Icek Ajzen in 1975,this study investigated the relationships among behavior intention,behavior attitudes and subjective norms affecting consumer’s willingness to use credit loan. This research used socio-demographic variables in order to explore whether these variables have significant impacts on consumer’s willingness and behaviors to use credit loan.
The questionnaire of this study consisted of four sections:behavior intention, behavior attitudes,subjective norms and socio-demographic variables. The total of 220 questionnaires were released to the consumer,and 217 valid questionnaires were enrolled,with the valid return rate of 98.6%. The statistical software (EViews) was employed in the study to conduct test analysis like econometrics Linear Probability Model (LPM),T-test,and regression equation model.
The results of this study show (1) The behavioral intention variables,work requirement(WR),fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables,media reports(MET) and family support(NTH) positively determine.
The main factors which impacts on consumer’s willingness to use the banking credit loans are family support(NTH),media reports(MET),the interest rate consideration(RAT),work requirement(WR) and fund turnover(CSU). These variables reaches significant positive level and have significant impacts on consumer’s willingness to use banking credit loan.
Keywords:Financial tsunami,European sovereign debt crisis,Credit loans,Linear Probability Model,Theory of reasoned action.

INTRODUCTION
With the internationalization and liberalization of Taiwan’s financial market,the domestic banking industry face the great challenge in various business strategies. The competition much increased due to the new domestic banks have set up quickly after 1990,but the financial markets is limited. The increased competition lead to the profit of the traditional corporate finance business has been unable to have brilliant performance as in the past. Although Taiwan’s finance could survive in the 1997 Asian financial storms,the overall domestic economy is unlike the previous rapid growth,major companies face unprecedented difficulties in the operation,resulting in non-performance ratio of corporate finance clients on the rise the phenomenon. It makes bankers feel the pressure in the implementation of the corporate finance business.
Therefore the bankers intend to increase profit of the lending business,they put the mass consumption as the main target of the consumer finance business loan. The lending business objects are also changed from only focusing on corporate finance in the past,to the balance ratio between the corporate finance and personal finance business.
In order to meet the government’s development policies and the target to be as the monetary and financial center of Asia,the international financial business would be continued to open the domestic markets to let foreign banks join. It followed with the wave of globalization of financial markets,the domestic bankers would also enter global markets. The globalization for financial business would be continued to speedily go forward. Thus the completion of global financial market would be more increased.
The consumer personal credit loans analysis are as follows:Huangqiu Ling(1993) defined consumer personal credit loans as financial industry or other enterprise organizations to grant credit to individual consumers for personal or household consumption purposes and to pay for medicine,education,tourism,entertainment expenses or other emergency needs,or settlement with the consumer for the purpose of the debt owed,and in accordance with the agreed interest method to amortize the principal who are called consumer personal credit loans. Huang Jingtai(1998) defined the consumer’s personal credit loans are bank loans to the consuming public. They are engaged in the purchase of goods and services,and the goods and services which they purchased are able to be provided for personal or family life in the general living. Wang Haiqing(2000) views as good credit customers are for the purpose of small investment financial or fund turnover. They apply to banks for short-term or medium-term guarantees of unsecured loans,which is called micro-credit loans to individual consumers,and the above system is defined under the consumer angle. In terms of banking business point of view,in order to improve bank lending revenue of consumer goods and services at all stages,the banks provided the qualified customers to apply for non-guarantees and small credit loans which is effective and limited risk to pursuit of maximum profits,that is consumer personal credit loans.
The theory of reasoned action analysis are as follows:Fishbein and Ajzen(1975) verify the behavior,attitude and behavior on the basis of the relationship between theory may raise social psychologist which is used to explain human behavior in the decision-making process.
First,behavior attitude:Fishbein and Ajzen(1975) considers the attitude can be divided into two kinds:(1) The behavior and attitude refers to the attitude held by individual behavior. (2) The attitude towards things. Ajzen(1988) considers the attitude is the behavior which is held positive or negative evaluation while person to person,person to thing and person to matter.
Second,the subjective norm:Subjective norm refers to the community would give the pressure to the individuals in a particular behavior which is performed or not performed. That is the people would feel important relationships (such as family or friends) whether the person agrees the behavior or expected the social pressure (TV media,electronic media).
Third,behavior intention:The behavior intention is subjective norm refers to individuals hold more like the acts,and the behavior attitude more supports individuals engaged in this behavior,Ajzen and Fishbein(1980) presented in the individual’s behavior. The determining factor of most direct impact on human behavior is the behavior intention,and the attitudes and subjective norms are the main factors for behavior intention.

MATERIALS AND METHODS
A、Create the regression model
1、A linear probability model (Linear Probability Model,LPM),in the regression model,the dependent variable Y are only two possible outcomes,that is 0 or 1 values of two variables (binary variables).
2、Multiple regression model (Multiple Regression Model),can be controlled using a set of independent variables to predict the strain X number of Y values.
B、The dummy variable
Dummy variable refers to qualitative variables (Qualitative Variable),such as male or female,married or unmarried,and event occurred before or after,when these opposite occurrences cannot be valued,then it need to use the dummy variable,the value of the dummy variable is often taken is 0 or 1 .
C、The T-Test
Test whether individual parameters have a significant effect on Y,dummy variables including the amount of virtual variables and quality.
According to the research hypotheses and purpose of this study is to establish the regression model as follows:
Y=β0┼β1WR┼β2FT┼β3CSU┼β4BCR┼β5RAT┼β6DIF┼β7BDH┼β8FIN┼
┼β9CRT┼β10LBP┼β11MET┼β12NTH┼β13HSW┼β14REL┼β15SEX┼β16MAR┼
┼β17CHI┼β18EDU1┼β19 EDU2┼β20AGE1┼β21AGE2┼β22QHT1┼β23QHT2┼
┼β24PMK1┼β25PMK2┼β26INC1┼β27INC2┼μ
RESULTS AND DISCUSSION
Y questionnaire to collect empirical results of execution by EViews initial regression model as follows:
Y=-1.1651+0.0670(WR)+0.0377(FT)+0.0637(CSU)+0.0302(BCR)+0.0504(RAT)+0.0535(DIF)-0.0033(BDH)-0.0353(FIN)-0.0068(CRT)-0.0107(LBP)+0.0899(MET)+0.1093(NTH)+0.0252(HSW)+0.0093(REL)-0.0432(SEX)-0.0884(MAR)+0.1018(CHI)-0.0098(EDU1)-0.0265(EDU2)+0.0204(AGE1)+0.0273(AGE2)+0.0705(QHT1)-0.0303(QHT2)+0.1784(PMK1)+0.2821(PMK2)-0.0146(INC1)-0.1304(INC2)
Initial regression model results of this study show (1) The behavioral intention variables,work requirement(WR),fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables,media reports(MET) and family support(NTH) positively determine.
Table 1. initial regression variable Y
Variable Coefficient Std.Error t-Statistic Prob.
WR 0.0670 0.0415 ☆☆1.6163 ☆☆0.1077
FT 0.0377 0.0515 0.7312 0.4656
CSU 0.0637 0.0591 ☆1.0793 ☆0.2818
BCR 0.0302 0.0393 0.7690 0.4429
RAT 0.0504 0.0407 ☆☆1.2385 ☆☆0.2171
DIF 0.0535 0.0584 0.9156 0.3610
BDH -0.0033 0.0419 -0.0800 0.9364
FIN -0.0353 0.0481 -0.7336 0.4641
CRT -0.0068 0.0556 -0.1232 0.9021

LBP -0.0107 0.0503 -0.2120 0.8323
MET 0.0899 0.0469 ☆☆☆1.9173 ☆☆☆0.0567
NTH 0.1093 0.0475 ☆☆☆2.3003 ☆☆☆0.0225
HSW 0.0252 0.0509 0.4954 0.6209
REL 0.0093 0.0435 0.2147 0.8302
SEX -0.0432 0.0572 -0.7541 0.4517
MAR -0.0884 0.1125 -0.7851 0.4334
CHI 0.1018 0.1106 0.9205 0.3585
EDU1 -0.0098 0.1341 -0.0728 0.9420
EDU2 -0.0265 0.1415 -0.1876 0.8514
AGE1 0.0204 0.0851 0.2399 0.8107
AGE2 0.0273 0.1335 0.2048 0.8379
QHT1 0.0705 0.0768 0.9190 0.3593
QHT2 -0.0303 0.1268 -0.2389 0.8115
PMK1 0.1784 0.4048 0.4408 0.6599
PMK2 0.2821 0.4067 0.6936 0.4888
INC1 -0.0146 0.0753 -0.1933 0.8469
INC2 -0.1304 0.1523 -0.8566 0.3928
C -1.1651 0.4394 -2.6514 0.0087
R-squared 0.4699 Mean dependent var 0.4977
Adjusted R-squared 0.3942 S.D. dependent var 0.5012
S.E. of regression 0.3901 F-statistic 6.2055
Sum squared resid 28.7563 Prob(F-statistic) 0.0000
Data source:this study arrangement

Y questionnaire to collect empirical results of execution by EViews final regression model as follows:
Y= -0.9072+0.0871WR+0.0865CSU+0.0624RAT+0.1090MET+0.1295NTH
Final regression model results of this study show (1) The behavioral intention variables,work requirement(WR),fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables,media reports(MET) and family support
(NTH) positively determine.
Table 2. final regression variable Y
Variable Coefficient Std.Error t-Statistic Prob.
WR 0.0871 0.0371 ☆☆2.3495 ☆☆0.0197
CSU 0.0865 0.0447 ☆1.9356 ☆0.0542
RAT 0.0624 0.0314 ☆☆1.9907 ☆☆0.0478
MET 0.1090 0.0364 ☆☆☆2.9937 ☆☆☆0.0031
NTH 0.1295 0.0398 ☆☆☆3.2536 ☆☆☆0.0013
C -0.9072 0.1201 -7.5524 0.0000
R-squared 0.4334 Mean dependent var 0.4977
Adjusted R-squared 0.4199 S.D. dependent var 0.5012
S.E. of regression 0.3817 Akaike info criterion 0.9388
Sum squared resid 30.7378 Schwarz criterion 1.0322
Log likelihood -95.8568 Hannan-Quinn criter. 0.9765
F-statistic 32.2784 Durbin-Watson stat 0.7002 Prob(F-statistic) 0.0000
Data source:this study arrangement
CONCLUSION
The main factors which impacts on consumer’s willingness to use the banking credit loans are family support(NTH),media reports(MET),the interest rate consideration(RAT),work requirement(WR) and fund turnover(CSU). These variables reaches significant positive level and have significant impacts on consumer’s willingness to use banking credit loan.
論文目次 摘 要..............I
Abstract.............II
致 謝..............X
目 錄...............XI
表 目 錄.............XIII
圖 目 錄............….XIV
第 一 章 緒論........... 1
第一節 研究背景與研究動機......1
第二節 研究目的.........2
第三節 研究範圍與限制........3
第四節 研究流程.........4
第 二 章 文獻探討...........6
第一節 消費者個人信用貸款........6
第二節 台灣銀行業信用貸款的進展和近況分析...20
第三節 理性行為理論...........25
第四節 本研究之努力方向..........27
第 三 章 研究方法...........…28
第一節 研究對象...........28
第二節 研究架構...........28
第三節 研究假設...........30
第四節 實證模型設計與變數說明.......32
第五節 本文研究方法..........36
第 四 章 實證分析............38
第一節 本研究敘述性統計分析.........38
第二節 因素分析、信度分析及效度分析......41
第三節 實證分析............45
第 五 章 結論與建議...........53
第一節 研究結論............53
第二節 建議..............63
第三節 作者實務心得.......... 64
參考文獻...............66
附錄.................69

表目錄
表2-1 國內消費者貸款概況分析表……………………………………………22
表2-2 消費者個人信用貸款相關文獻一覽表…………………………………23
表2-3 消費者個人信用貸款相關文獻一覽表(續)…………………………….24
表2-4 理性行為理論相關文獻一覽表…………………………………………26
表3-1 實證模型之變數對照表…………………………………………………33
表4-1 受測者的基本背景………………………………………………………38
表4-2 行為意圖構面各題的平均分數…………………………………………40
表4-3 行為態度構面各題的平均分數…………………………………………40
表4-4 主觀規範構面各題的平均分數…………………………………………41
表4-5 行為意圖構面因素分析之彙整總表……………………………………42
表4-6 行為態度構面因素分析之彙整總表……………………………………43
表4-7 主觀規範構面因素分析之彙整總表……………………………………44
表4-8 初始迴歸結果……………………………………………………………46
表4-9 初始迴歸結果各解釋變數分析表………………………………………48
表4-10 最終迴歸結果……………………………………………………………50
表4-11最終迴歸結果分析表…………………………………………………….51

圖目錄
圖1-1 研究流程圖……………………………………………………………….5
圖2-1 消費金融業務放款餘額………………………………………………….12
圖2-2 其他個人消費性貸款放款餘額與信用卡循環信用餘額的比較……….12
圖2-3 理性行為理論架構圖…………………………………………………….25
圖3-1 研究架構圖……………………………………………………………….29
參考文獻 參考文獻
一、中文文獻
江坤林(2006),資料探勘於個人信用貸款審核之應用,國立台灣科技大學資訊
工程研究所碩士論文。
汪海清等五人(2000),消費者貸款實務,台北:財團法人金融人員研究訓練中心。
林一為(2007),銀行信用貸款業務之顧客自發行為研究,國立東華大學企業管理
研究所碩士論文。
林水茂(1998),消費金融市場發展趨勢,消費者貸款研習講義,第40期,
台北:財團法人金融人員研究訓練中心。
林俊辰(2010),無擔保小額信用貸款違約預警模型之研究,私立東吳大學企業管
理研究所碩士論文。
林建州(2001),銀行個人消費信用貸款授信風險評估模式之研究,國立中山大學
財務管理研究所碩士論文。
林鐘雄(1988),貨幣銀行學,台北:三民書局。
柯燕茹(2011),智慧型手機行動銀行消費者使用行為意圖研究-以理性行為理論
及科技接受模型觀點,國立成功大學高階管理研究所碩士論文。
張之秀(2010),探討影響Facebook使用意圖之因素-以理性行為理論為觀點,
國立成功大學國際企業研究所碩士論文。
陳泰如(2005),消費性信用貸款違約風險因子分析-以F銀行為例,私立逢甲大
學經營管理研究所碩士論文。
陳鴻文(2002),個人小額信用貸款授信模式之個案研究,國立高雄第一科技大
學財務管理研究所碩士論文。
黃景泰(1998),消費者貸款受理及審查要領,消費者貸款研習講義,第40期,
台北:財團法人金融人員研究訓練中心。
黃隆憲(2006),消費者小額信用貸款授信模式之研究,國立高雄第一科技大學財務管理研究所碩士論文。
黃耀德(2006),遺傳程式規劃為基礎的信用貸款逾期流入率預測之研究,私立輔仁大學資訊管理研究所碩士論文。
楊雅婷(2009),以理性行為理論和科技接受模型來探討消費者對創新科技智慧型手機的購買意願行為之研究,私立南華大學企業管理系管理科學碩士論文。
葉建良(2006),利用CART分類與迴歸樹建立消費者信用貸款違約風險評估模型之研究-以國內A銀行為例,私立輔仁大學應用統計學研究所碩士論文。
董彥欣(2010),探討Facebook粉絲專頁使用意圖及其對品牌形象、購買意願之影響:以KKBOX為例,國立中正大學電訊傳播研究所碩士論文。
熊震宇(2014),以理性行為理論、擴充科技接受模型探討從眾行為對APP遊戲使用行為之影響 以Candy Crush為例,國立成功大學工程管理研究所碩士論文。
謝學成(2010),軍人消費性信用貸款違約因子之研究,國立東華大學國際企業研究所碩士論文。
鍾鳴遠(2014),以理性行為理論探討使用者對於APP平台的信任、網路口碑與品牌忠誠度對於APP使用意圖之影響,國立成功大學工程管理研究所碩士論文。
簡啟鴻(2007),銀行個人消費信用貸款授信風險評估模式與放款訂價策略之分析-以國內某一銀行為例,國立東華大學高階經營管理研究所碩士論文。
財團法人金融人員研究訓練中心編撰委員會(2000),銀行授信實務概要,台北:財團法人金融人員研究訓練中心。

網路資料:
中央銀行金融統計月報資料(2014),
http://www.cbc.gov.tw/public/data/EBOOKXLS/107_EF99_A4L.pdf
行政院金融監督管理委員會銀行局(2014), http://www.banking.gov.tw/ch/index.jsp

二、英文文獻
Ajzen,I. (2002). Residual Effects of Past on Later Behavior : Habituation and Reasoned Action Perspectives. Personality and Social Psychology Review,6(2),
107-122.doi:10.1207/s15327957pspr0602_02.
Ajzen,I.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes,50(2),179-211. doi:
http://dx.doi.org/10.1016/0749-5978(91) 90020-T.
Ajzen,I.(1985). From Intentions to Actions:A Theory of Planned Behavior.In J. Kuhl and J.Beckmann(Eds.),Action Control (pp. 11-39):Springer Berlin Heidelberg.
Ajzen,I.,and Fishbein,M.(1980). Understanding attitudes and predicting social behavior. Englewood Cliffs;London:Prentice-Hall.
Fishbein,M.,and Ajzen,I.(1975). Belief,attitude,intention and behavior:an introduction to theory and research. Reading ,Mass.;London:Addison-Wesley.

Fishbein,M.,and Ajzen,I.(1974).Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological Review ,81(1),59-74. doi:
10.1037/h0035872.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2015-01-20起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2015-01-20起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw