中國消費者對金融科技的認受程度與提高其使用度之分析

Abstract

Fintech is a very popular topic that is widely discussed by researchers worldwide. In China, fintech has gained dramatic development due to the internet technology, mobile technology and consumer preference on the use of mobile phone for multiple purposes. In the finance sector, mobile applications (apps) become important media for financial organisations to reach and engage their users. This paper attempts to explore fintech development in China and tries to identify popular fintech techniques that banks are using with the aim of enhancing user engagement. Then, assessment on each technique is conducted via consumer survey to capture their consumer attitudes towards identified techniques (loyalty scheme, user interface, add-value services, investment advertorial, AI chatbot, and bank staff coaching). From dimensions of consumer awareness, engagement and liking, each technique is evaluated among different respondent groups, such as different ages, education background, and consumer characteristics. Overall, it demonstrates that Chinese consumers have positive attitude towards those identified techniques while among different groups there are differences existing by various patterns. For awareness, user interface optimization has the highest consumer awareness while investment contents and advertorials in bank apps receive the lowest awareness. For engagement, bank staff coaching on how to use bank apps is rated the highest but add-value services is regarded as lowest engaged. For liking, audiences like user interface the most however they like investment advertorial the least. That leads to the overall ranking from the most positive attitude to the least are user interface, bank staff coaching, AI chatbot, loyalty scheme, add-value services and investment advertorial, as conclusions of this research.