本研究利用台灣媒體於2010年至2020年間針對台灣的金融機構所發展之金融科技進行之相關報導，測試金融科技的媒體曝光度與金融機構績效的關聯，實證結果發現媒體報導頻率與金融機構績效呈正相關，顯示媒體對金融機構有關金融科技的報導確實為其績效帶來正面效益。此外，本研究進一步討論媒體對金融科技的報導次數與投資者認知是否有關，經由測試媒體報導金融機構有關金融科技的次數與其當年平均股價的關聯性，探討市場的投資者在獲得該資訊時，是否認同金融科技發展帶來的效益或視其為一種資源占用，結果顯示股價與公司當年度金融科技之媒體曝光度呈正相關。我們亦於額外測試探討CEO曝光度是否影響金融科技的媒體曝光度與金融機構績效或股價之關聯，結果發現CEO媒體曝光度確實會減弱金融科技媒體曝光為股價帶來的效果。本研究可為台灣金融業、金融科技與媒體行為的關聯性提出新觀點與貢獻。

This study uses Taiwanese media coverage of financial technology (FinTech) in Taiwan's listed financial institutions to investigate the relationship between the FinTech media exposure and their performance. The empirical results show that the frequency of FinTech media coverage is positively correlated with financial institutions’ performance, implying that the media coverage of FinTech does bring benefits to financial institutions’ performance. In addition, to investigate whether investors in the market get this information agree with the benefits brought by the development of fintech or regard it as a resource occupation, we further examine the association between media coverage of FinTech and financial institutions’ average annual stock price. The results show that the stock price is positively correlated with the company's FinTech media exposure in that year. We also find evidence that the CEO media exposure might mitigate the association between FinTech media exposure on financial institutions’ stock prices. This study provides new perspectives and contributions to the relationship between Taiwan's financial industry, Fintech, and media behavior.

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