論文名稱：消費者信用意願之研究	頁數：44
校系(所)組別：淡江大學國際企業學系國際行銷碩士在職專班
畢業時間及提要別：107學年度第二學期碩士學位論文提要
研究生：陳振泰	指導教授：張勝雄 博士
論文提要內容：

最近幾十年來，由於國內對於銀行業管制的慢慢開放，以及有愈來愈多的大眾傳播媒體像是電視上的廣告，報紙上的廣告等等都打動消費者對於銀行個人信用貸款的申貸意願。如果研究其背後的原因，由於大部分的人手上薪水有限，因此有人會朝向銀行貸款來支付一些大型的款項，像是車子的貸款或是房子的貸款等等。或是有人有週轉的需求。有鑑於此，有愈來愈多的銀行開始願意而且朝向放款給消費者的方向。因此，本研究擬實際研究消費者向銀行申請貸款的意願。本研究將進行文獻探討，同時也將在台灣地區進行實證分析，也就是質性研究。本研究採用質性研究訪談的方式。最後，本研究將提供結論給業界的先進參考，同時在論文的最後研究者將說明敘述研究限制。

關鍵字：消費者;銀行業;台灣;信用貸款

Title of Thesis：A Study on Consumers’ Intention to Bank Loans	Total pages:44



Key word:Consumers, Banks, Taiwan, Bank loans


Name of Institute:Master’s Program in International Business, Tamkang University


Graduate date:July, 2019	Degree conferred:Master


Name of student:Chen Cheng-Tai	 Advisor:Sheng-Hsiung Chang
        	(陳振泰)                  (張勝雄 博士)  

Abstract:


In the last few decades, the de-regulation of the banking industry in Taiwan has brought strong influences in our daily life. For example, more and more advertisements are broadcasting on TVs and newspapers every day, which stimulate consumers’ intention to purchase more material and luxury things, especially expensive things like fancy cars or mortgages. Based on this, more and more banks are focusing on this area, and willing to make loans to consumers. Thus, this thesis aims to study the consumers’ intentions to bank loans. Specifically, a literature review was discussed. This thesis also conducted empirical study via qualitative methods such as in-depth interviews. As last, conclusions were given along with research limitations.

第壹章 緒論… ………………………………………………………………………..…..……...01
第一節 研究背景與動機………………………………………………………..………..…….01
第二節 研究目的…………………………………………………..…………………...………..03
第三節 研究範圍……………………………………………………………..………..………...05
第四節 研究流程………………………………………………………………………………….07
第五節 研究架構…………………………………………………………………..……………...11

第貳章 文獻探討….……………………………………………………..……….…………….14
第一節 金融產業………………………….…………………………………………..…….….14
第二節 信用貸款研究……………………….……….…………………………..…………..16
第三節 消費者行為研究……………………….……….…………………………..……….17

第參章 研究方法…… ………………………………………………..………………..………..19
第一節 研究設計………………………………….…………………………..………………….19
第二節 資料收集……………………………………………………………..……………….….22

第肆章 研究結果……………………………………………………………….......…………….24
第一節 個案公司簡介……………………………………………...……….…………..………..24
第二節 訪談對象……………….………….………………………………………..…..………...26
第三節 訪談過程……………….………….………………………………………..…..………...28
第四節 訪談結果……………….……………………………………………….………………….30

第伍章 結論與建議………………………………………………………………………….…….35
第一節 研究結論……………………………………………………………………………..…….35
第二節 研究建議…………………………………………………………………………….…..…37
第三節 研究限制…………………………………………………………………………..………39

參考文獻 ……………………………………………………………………………………….……41
英文文獻…………………………………………………………………………………….………..41
中文文獻………………………………………………………………………………………………43

表目錄

表1-1 本研究之研究範圍表…………………………………………………………………...06
表3-1 本研究之訪談大綱………………………………………………………………...........20
表 4- 1：本研究之訪談相關人員列表……………………………………………………..27

圖目錄

圖: 1-1  本研究之研究流程圖………………………………………………..……10

英文文獻

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2.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

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4.Morosan, C., & DeFranco, A. (2016). It's about time: Revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17-29. Retrieved from http://www.sciencedirect.com/science/article/pii/S0278431915001735. doi:https://doi.org/10.1016/j.ijhm.2015.11.003

5.Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404-414. Retrieved from http://www.sciencedirect.com/science/article/pii/S0747563216301972. doi:http://dx.doi.org/10.1016/j.chb.2016.03.030

6.Ooi, K.-B., & Tan, G. W.-H. (2016). Mobile technology acceptance model: An investigation using mobile users to explore smartphone credit card. Expert Systems with Applications, 59, 33-46. Retrieved from http://www.sciencedirect.com/science/article/pii/S0957417416301816. doi:https://doi.org/10.1016/j.eswa.2016.04.015

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8.Wu, W.-H. (2008). The second financial reform and the development of financial industry in taiwan. Review of Pacific Basin Financial Markets and Policies, 11(01), 75-97. 

中文文獻

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3.李天行, 陳怡妃, 施讓龍, & 呂奇傑. (2014). 運用集成學習分類架構預測信用貸款購買行為. [Predicting fiduciary loan purchasing behavior using ensemble learning model]. Journal of Data Analysis, 9(6), 1-26. doi:10.6338/jda.201412_9(6).0001

4.林金定, 嚴嘉楓, & 陳美花. (2005). 質性研究方法：訪談模式與實施步驟分析. [Qualitative Research Method: Models and Steps of Interviewing]. 身心障礙研究季刊, 3(2), 122-136. doi:10.30072/jdr.200506.0005

5.梁德馨, 卓聖恆, 陳冠宇, & 張博彥. (2008). 消費者小額信用貸款違約風險評估區別分析模型建構. [On the Research of Default Risk Evaluation Model of Consume Credit Loan using Discrimination Analysis]. 創新與管理, 5(1), 101-134. doi:10.30118/jim.200803.0005

6.梁德馨, & 葉建良. (2008). 消費者信用貸款違約風險評估模型之研究－以CART分類與迴歸樹建模. [On the Research of Default Risk Model of Consumer Credit Loan-Using CART (Classification and Regression Tree)]. 中山管理評論, 16(3), 465-506. doi:10.6160/2008.09.03

7.沈中華, 林士傑, 唐代彪, & 蕭育仁. (2016). 自我控制、金融知識與不良信用貸款行為的關連性－台灣地區的驗證. [Self-control, financial literacy and harmful consumer credit behavior in taiwan market]. 經濟論文, 44(2), 251-294. 

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