2023 Fiscal Year Final Research Report
Next-Generation Financial Services and Consumer Behavior
| Project/Area Number |
21K01751
|
|---|
| Research Category |
Grant-in-Aid for Scientific Research (C)
|
| Allocation Type | Multi-year Fund |
|---|
| Section | 一般 |
|---|
| Review Section |
Basic Section 07090:Commerce-related
|
|---|
| Research Institution | Doshisha University |
|---|
Principal Investigator |
|
|---|
| Project Period (FY) |
2021-04-01 – 2024-03-31
|
| Keywords | 金融リテラシー / Financial Literacy / 次世代金融商品選択行動 / 電子マネー / electronic money |
|---|
| Outline of Final Research Achievements |
The relationship between consumers' financial literacy, their choice of next-generation financial products such as fintech, and their use of e-money was clarified. Financial literacy differed by gender, age, income level, and occupation, indicating the need to provide financial education to younger age groups, lower-income groups, and housewives. The results of the customization hierarchy analysis of next-generation financial products for the high literacy group indicated that the transition rate from understanding to using the products needs to be increased to raise the product trial and regular use rates and progress the customization hierarchy. The high-literacy group understood the characteristics of the products better than the low-literacy group and used various types of e-money. The results demonstrate that targeting by financial literacy is effective for future financial marketing.
|
| Free Research Field |
マーケティング
|
| Academic Significance and Societal Importance of the Research Achievements |
消費者の金融リテラシーと次世代金融商品の選択や電子マネーの使用状況との関連性を明らかにしリテラシー別に金融マーケティング戦略の立案に資する分析を行うことは,意義あることと考えた.次世代金融商品について顧客化階層分析を実施,商品の試用率や常用率を上げ顧客化階層を進行させるには,理解から試用の推移率を高める必要があることを示した.使用価値から得られる満足度は常用化につながる.経験価値の構成は,サービスへの加入の容易さ,利用のしやすさ,常用することの便益など様々な要素からなる.最後に電子マネーの利用拡大を促すために,金融リテラシー別にターゲティングを施したマーケティング戦略が有効であると考えられる.
|
