網路品牌口碑是否有助於銀行的消費性金融業務的成長？

The Effect of Word of Mouth from Internet Media on Business of Financial Consumer in Banking

沈中華(Chung-Hua Shen)；賴幸蓉(Hsing-Jung Lai)；黃庭儀(Ting-Yi Hwang)

網路品牌口碑 ； 消費性金融業務 ； 金融卡 ； 信用卡 ； 手續費收入 ； Word of Mouth from Internet Media ； Business of Financial Consumer ； ATM Card ； Credit Card ； Fee Income

兩岸金融季刊

5卷1期（2017 / 03 / 01）

23 - 41

繁體中文

金融科技目前最受到關注的議題，金融與科技產業舉辦許多的演講或是座談會來讓民眾了解金融科技，然而在學術的實證研究上卻鮮少學者進行相關之研究。金融科技的發展，雖然讓民眾在辦理金融相關業務上更為便利，對銀行而言，也降低了直接面對面了解客戶的需求與心得。因此，本研究運用大數據的概念，採用文本採礦技術收集各大銀行之網路社群與新聞媒體之討論資料，依情緒特徵進行情感分類，探討各銀行在社群網路與新聞媒體上的品牌好評度是否有助於消費性金融業務成長。消費性金融業務分為金融卡發卡成長、信用卡發卡成長與手續費收入三個部分進行探討。樣本銀行為金融監督管理委員會銀行局所公布之本國銀行進行分析，研究期間為2014年10月至2015年4月，資料頻率為月資料，資料型態為追蹤型資料(Panel Data)。實證結果得知，新聞媒體的好評度越佳的銀行，有助於銀行金融卡發卡量的成長，但對於信用卡與手續費占營收比則無顯著性的影響；網路社群的好評度則對金融卡、信用卡的發卡成長與手續費收入成長無顯著性的影響。

The research examined the effect of word of mouth form social media and news media on Business of Financial Consumer in Banking form Taiwanese domestic Banks by text techniques. The results showed that the Good word of mouth on news media has significant positive effect on new ATM card application, but word of mouth on social media has non-significant effect with Business of Financial Consumer.

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