數位綁定振興三倍券之使用意願與消費金額研究─以銀行個案為例

Abstract

振興三倍券是因應新冠肺炎疫情於2020下半年推出的振興經濟方案，以鼓勵民間消費，刺激經濟成長。而別於過去消費券發放紙本型式，響應環保減少紙張印製，本次新增數位領取方式，透過振興三倍券官網綁定信用卡、電子票證或行動支付，運用綁定之數位工具消費，鼓勵無接觸支付。本研究以個案研究方式，蒐集國內某銀行數位綁定振興三倍券之申請與實際使用資料，進行敘述統計、獨立樣本t檢定、ANOVA等分析後，建立羅吉斯迴歸與多元迴歸實證模型，分析振興三倍券選擇數位綁定者，綁定後之使用意願機率，並探討影響數位振興三倍券消費金額之因素。 分析結果顯示，此次振興三倍券的數位綁定比率偏低，使用客群多為銀行行員；同時，銀行雖提供各種不同優惠活動，但並未能明顯提升消費者之使用意願。迴歸分析結果亦發現，銀行顧客所在之區位為影響其使用意願以及消費金額的主要因素，此顯示建立完善的數位支付環境之必要性。本研究之結果除可作為後續研究數位振興券之基礎外，也可提供金融機構未來擬定推廣數位綁定方式之參考，並協助各地方政府規劃相關配套措施，加速行動支付的普及與應用，提升中小企業與ㄧ般民眾之使用意願。

The Triple Stimulus Voucher is a plan to revitalize the economy launched in the second half of 2020 in response to the COVID-19 pandemic. Its purpose is to encourage private consumption and stimulate economic growth. Different from the printed vouchers in the past, this policy adds a new way of digital collection to reduce paper printing for environmental protection. It is through the official website of the Triple Stimulus Voucher by binding credit cards, e-tickets or mobile payments using the bound digital tools to consume. It can encourage contactless payment. This study utilizes a case study approach by collecting the application and actual use data of the Triple Stimulus Voucher in the method of digital collection from binding one domestic bank's account. Narrative statistics, independent sample t-test and ANOVA are carried out before a two-stage regression analysis of logistic and multiple regression is conducted. Its purpose is to analyze the probability of Digital Binding Triple Stimulus Voucher on usage intention and to discuss the influencing factors of the consumption amount of the Triple Stimulus Voucher. The analysis results showed that the digital binding ratio of the Triple Stimulus Voucher was low and a large proportion of the customers were bank employees. Additionally, different promotions weren’t enough to significantly upgrade consumer willingness. The regression analysis results also found that the location of bank customers was the main factor affecting their usage intention and the consumption amount. It is important to raise the acceptance of establishing a completely digital payment environment. The results of this study can not only build on relevant research about digital stimulus vouchers as a foundation for further progress, but also provide a reference for financial institutions to formulate and promote digital binding methods in the future. At the same time, it can assist the government in planning related supporting measures to accelerate the popularization and application of mobile payment. This will increase the willingness of Small and medium-sized enterprises and the general public to use it.