摘 要
近年來台灣金融業經歷過2006年信用卡和現金卡的風暴、2008年的金融海嘯、2010年的歐洲主權債務危機，而且銀行業的消費者信用貸款業務也受到影響而有些衰退，但消費者信用貸款業務依然是銀行業獲利的主要來源，因此，本研究想探討影響消費者對銀行業信用貸款使用意願與否之研究。
本研究架構以Fishbein and Ajzen(1975)的理性行為理論(Theory of Reasoned Action，TRA)為基礎，探討行為意圖、行為態度與主觀規範對影響消費者在銀行業信用貸款使用意願與否之研究，再加上社會人口學的解釋變數，以探討這些解釋變數在消費者對於銀行業信用貸款使用意願行為是否有顯著影響。
本研究問卷問項共分為四部分，分別為行為意圖、行為態度、主觀規範及社會人口學變數，以問卷調查方式調查220位消費者，共回收有效問卷217份，其有效問卷回收率為98.6%，並運用EViews等相關統計軟體，例如：計量經濟學的線性機率模型(Linear Probability Model，LPM) 、T檢定等相關檢定分析，以建立迴歸方程式模型並討論之。
其研究結果顯示：(1)在行為意圖變數中以「工作需求(WR) 、「資金週轉(CSU)」和「利率是優先的考慮(RAT)」對於願意使用銀行業的信用貸款之決定因素有顯著的正向關係。(2)在主觀規範變數中以「媒體報導(MET)」和「家人支持(NTH)」對於願意使用銀行業的信用貸款之決定因素有顯著的正向關係。
影響消費者願意使用銀行業信用貸款的決定因素主要為「家人支持(NTH)」「媒體報導(MET)」、「利率是優先的考慮(RAT)」、「工作需求(WR)」和「資金週轉(CSU)」這五項解釋變數皆達到正向顯著水準。
關鍵字：金融海嘯、歐洲主權債務危機、信用貸款、線性機率模型、理性行為理論

Extended Abstract
The Research of Impacts on Consumer’s Willingness to Use
Banking Credit Loans -Taking Tainan Area Credit Loans as an Example.

Author’s Name Rui-Fang Chang
Advisor’s Name Hsin-Hong Kang
Master of Business Administration and College of Management
SUMMARY
In recent years, the financial industry of Taiwan experienced a series of attacks – the storms of credit and cash cards in 2006，the financial tsunami in 2008 and the European sovereign debt crisis. The consumer credit loans of the banking are also affected and decreased. However，the consumer credit loans business is still the main profit of the banking. This study would explore the impact on consumer’s willingness to use credit loans.
Based on the Theory of Reasoned Action (TRA) proposed by Martin Fishbein and Icek Ajzen in 1975，this study investigated the relationships among behavior intention，behavior attitudes and subjective norms affecting consumer’s willingness to use credit loan. This research used socio-demographic variables in order to explore whether these variables have significant impacts on consumer’s willingness and behaviors to use credit loan.
The questionnaire of this study consisted of four sections：behavior intention， behavior attitudes，subjective norms and socio-demographic variables. The total of 220 questionnaires were released to the consumer，and 217 valid questionnaires were enrolled，with the valid return rate of 98.6%. The statistical software (EViews) was employed in the study to conduct test analysis like econometrics Linear Probability Model (LPM)，T-test，and regression equation model.
The results of this study show (1) The behavioral intention variables，work requirement(WR)，fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables，media reports(MET) and family support(NTH) positively determine.
The main factors which impacts on consumer’s willingness to use the banking credit loans are family support(NTH)，media reports(MET)，the interest rate consideration(RAT)，work requirement(WR) and fund turnover(CSU). These variables reaches significant positive level and have significant impacts on consumer’s willingness to use banking credit loan.
Keywords：Financial tsunami，European sovereign debt crisis，Credit loans，Linear Probability Model，Theory of reasoned action.

INTRODUCTION
With the internationalization and liberalization of Taiwan’s financial market，the domestic banking industry face the great challenge in various business strategies. The competition much increased due to the new domestic banks have set up quickly after 1990，but the financial markets is limited. The increased competition lead to the profit of the traditional corporate finance business has been unable to have brilliant performance as in the past. Although Taiwan’s finance could survive in the 1997 Asian financial storms，the overall domestic economy is unlike the previous rapid growth，major companies face unprecedented difficulties in the operation，resulting in non-performance ratio of corporate finance clients on the rise the phenomenon. It makes bankers feel the pressure in the implementation of the corporate finance business.
Therefore the bankers intend to increase profit of the lending business，they put the mass consumption as the main target of the consumer finance business loan. The lending business objects are also changed from only focusing on corporate finance in the past，to the balance ratio between the corporate finance and personal finance business.
In order to meet the government’s development policies and the target to be as the monetary and financial center of Asia，the international financial business would be continued to open the domestic markets to let foreign banks join. It followed with the wave of globalization of financial markets，the domestic bankers would also enter global markets. The globalization for financial business would be continued to speedily go forward. Thus the completion of global financial market would be more increased.
The consumer personal credit loans analysis are as follows：Huangqiu Ling(1993) defined consumer personal credit loans as financial industry or other enterprise organizations to grant credit to individual consumers for personal or household consumption purposes and to pay for medicine，education，tourism，entertainment expenses or other emergency needs，or settlement with the consumer for the purpose of the debt owed，and in accordance with the agreed interest method to amortize the principal who are called consumer personal credit loans. Huang Jingtai(1998) defined the consumer’s personal credit loans are bank loans to the consuming public. They are engaged in the purchase of goods and services，and the goods and services which they purchased are able to be provided for personal or family life in the general living. Wang Haiqing(2000) views as good credit customers are for the purpose of small investment financial or fund turnover. They apply to banks for short-term or medium-term guarantees of unsecured loans，which is called micro-credit loans to individual consumers，and the above system is defined under the consumer angle. In terms of banking business point of view，in order to improve bank lending revenue of consumer goods and services at all stages，the banks provided the qualified customers to apply for non-guarantees and small credit loans which is effective and limited risk to pursuit of maximum profits，that is consumer personal credit loans.
The theory of reasoned action analysis are as follows：Fishbein and Ajzen(1975) verify the behavior，attitude and behavior on the basis of the relationship between theory may raise social psychologist which is used to explain human behavior in the decision-making process.
First，behavior attitude：Fishbein and Ajzen(1975) considers the attitude can be divided into two kinds：(1) The behavior and attitude refers to the attitude held by individual behavior. (2) The attitude towards things. Ajzen(1988) considers the attitude is the behavior which is held positive or negative evaluation while person to person，person to thing and person to matter.
Second，the subjective norm：Subjective norm refers to the community would give the pressure to the individuals in a particular behavior which is performed or not performed. That is the people would feel important relationships (such as family or friends) whether the person agrees the behavior or expected the social pressure (TV media，electronic media).
Third，behavior intention：The behavior intention is subjective norm refers to individuals hold more like the acts，and the behavior attitude more supports individuals engaged in this behavior，Ajzen and Fishbein(1980) presented in the individual’s behavior. The determining factor of most direct impact on human behavior is the behavior intention，and the attitudes and subjective norms are the main factors for behavior intention.

MATERIALS AND METHODS
A、Create the regression model
1、A linear probability model (Linear Probability Model，LPM)，in the regression model，the dependent variable Y are only two possible outcomes，that is 0 or 1 values of two variables (binary variables).
2、Multiple regression model (Multiple Regression Model)，can be controlled using a set of independent variables to predict the strain X number of Y values.
B、The dummy variable
Dummy variable refers to qualitative variables (Qualitative Variable)，such as male or female，married or unmarried，and event occurred before or after，when these opposite occurrences cannot be valued，then it need to use the dummy variable，the value of the dummy variable is often taken is 0 or 1 .
C、The T-Test
Test whether individual parameters have a significant effect on Y，dummy variables including the amount of virtual variables and quality.
According to the research hypotheses and purpose of this study is to establish the regression model as follows：
Y=β0┼β1WR┼β2FT┼β3CSU┼β4BCR┼β5RAT┼β6DIF┼β7BDH┼β8FIN┼
┼β9CRT┼β10LBP┼β11MET┼β12NTH┼β13HSW┼β14REL┼β15SEX┼β16MAR┼
┼β17CHI┼β18EDU1┼β19 EDU2┼β20AGE1┼β21AGE2┼β22QHT1┼β23QHT2┼
┼β24PMK1┼β25PMK2┼β26INC1┼β27INC2┼μ
RESULTS AND DISCUSSION
Y questionnaire to collect empirical results of execution by EViews initial regression model as follows：
Y=-1.1651+0.0670(WR)+0.0377(FT)+0.0637(CSU)+0.0302(BCR)+0.0504(RAT)+0.0535(DIF)-0.0033(BDH)-0.0353(FIN)-0.0068(CRT)-0.0107(LBP)+0.0899(MET)+0.1093(NTH)+0.0252(HSW)+0.0093(REL)-0.0432(SEX)-0.0884(MAR)+0.1018(CHI)-0.0098(EDU1)-0.0265(EDU2)+0.0204(AGE1)+0.0273(AGE2)+0.0705(QHT1)-0.0303(QHT2)+0.1784(PMK1)+0.2821(PMK2)-0.0146(INC1)-0.1304(INC2)
Initial regression model results of this study show (1) The behavioral intention variables，work requirement(WR)，fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables，media reports(MET) and family support(NTH) positively determine.
Table 1. initial regression variable Y
Variable Coefficient Std.Error t-Statistic Prob.
WR 0.0670 0.0415 ☆☆1.6163 ☆☆0.1077
FT 0.0377 0.0515 0.7312 0.4656
CSU 0.0637 0.0591 ☆1.0793 ☆0.2818
BCR 0.0302 0.0393 0.7690 0.4429
RAT 0.0504 0.0407 ☆☆1.2385 ☆☆0.2171
DIF 0.0535 0.0584 0.9156 0.3610
BDH -0.0033 0.0419 -0.0800 0.9364
FIN -0.0353 0.0481 -0.7336 0.4641
CRT -0.0068 0.0556 -0.1232 0.9021

LBP -0.0107 0.0503 -0.2120 0.8323
MET 0.0899 0.0469 ☆☆☆1.9173 ☆☆☆0.0567
NTH 0.1093 0.0475 ☆☆☆2.3003 ☆☆☆0.0225
HSW 0.0252 0.0509 0.4954 0.6209
REL 0.0093 0.0435 0.2147 0.8302
SEX -0.0432 0.0572 -0.7541 0.4517
MAR -0.0884 0.1125 -0.7851 0.4334
CHI 0.1018 0.1106 0.9205 0.3585
EDU1 -0.0098 0.1341 -0.0728 0.9420
EDU2 -0.0265 0.1415 -0.1876 0.8514
AGE1 0.0204 0.0851 0.2399 0.8107
AGE2 0.0273 0.1335 0.2048 0.8379
QHT1 0.0705 0.0768 0.9190 0.3593
QHT2 -0.0303 0.1268 -0.2389 0.8115
PMK1 0.1784 0.4048 0.4408 0.6599
PMK2 0.2821 0.4067 0.6936 0.4888
INC1 -0.0146 0.0753 -0.1933 0.8469
INC2 -0.1304 0.1523 -0.8566 0.3928
C -1.1651 0.4394 -2.6514 0.0087
R-squared 0.4699 Mean dependent var 0.4977
Adjusted R-squared 0.3942 S.D. dependent var 0.5012
S.E. of regression 0.3901 F-statistic 6.2055
Sum squared resid 28.7563 Prob(F-statistic) 0.0000
Data source：this study arrangement

Y questionnaire to collect empirical results of execution by EViews final regression model as follows：
Y= -0.9072+0.0871WR+0.0865CSU+0.0624RAT+0.1090MET+0.1295NTH
Final regression model results of this study show (1) The behavioral intention variables，work requirement(WR)，fund turnover (CSU) and the interest rate are priority consideration (RAT) positively determine willingness to use banking credit loans. (2) The subjective norm variables，media reports(MET) and family support
(NTH) positively determine.
Table 2. final regression variable Y
Variable Coefficient Std.Error t-Statistic Prob.
WR 0.0871 0.0371 ☆☆2.3495 ☆☆0.0197
CSU 0.0865 0.0447 ☆1.9356 ☆0.0542
RAT 0.0624 0.0314 ☆☆1.9907 ☆☆0.0478
MET 0.1090 0.0364 ☆☆☆2.9937 ☆☆☆0.0031
NTH 0.1295 0.0398 ☆☆☆3.2536 ☆☆☆0.0013
C -0.9072 0.1201 -7.5524 0.0000
R-squared 0.4334 Mean dependent var 0.4977
Adjusted R-squared 0.4199 S.D. dependent var 0.5012
S.E. of regression 0.3817 Akaike info criterion 0.9388
Sum squared resid 30.7378 Schwarz criterion 1.0322
Log likelihood -95.8568 Hannan-Quinn criter. 0.9765
F-statistic 32.2784 Durbin-Watson stat 0.7002 Prob(F-statistic) 0.0000
Data source：this study arrangement
CONCLUSION
The main factors which impacts on consumer’s willingness to use the banking credit loans are family support(NTH)，media reports(MET)，the interest rate consideration(RAT)，work requirement(WR) and fund turnover(CSU). These variables reaches significant positive level and have significant impacts on consumer’s willingness to use banking credit loan.

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網路資料：
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http://www.cbc.gov.tw/public/data/EBOOKXLS/107_EF99_A4L.pdf
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