消费者参与度与数字绿色普惠金融产品满意度

doi:10.3969/j.issn.1004-1524.2021.08.21

浙江农业学报 ›› 2021, Vol. 33 ›› Issue (8): 1542-1551.DOI: 10.3969/j.issn.1004-1524.2021.08.21

消费者参与度与数字绿色普惠金融产品满意度

姚星垣(), 汪卫芳

浙江金融职业学院,浙江杭州 310018

收稿日期:2021-04-15 出版日期:2021-08-25 发布日期:2021-08-27
作者简介:姚星垣(1981—),男,浙江桐乡人,硕士,副教授,主要研究方向为绿色金融、区域金融发展理论与政策。E-mail: memoto@163.com
基金资助:
浙江省省属高校基本科研业务费(2021DC07);浙江金融职业学院 2019 年度基本科研业务费重点项目(2019ZD04);浙江金融职业学院高水平科研创新团队建设计划(2021XS06)

Consumer participation and satisfaction with digital green inclusive financial products

YAO Xingyuan(), WANG Weifang

Zhejiang Financial College, Hangzhou 310018, China

Received:2021-04-15 Online:2021-08-25 Published:2021-08-27

摘要/Abstract

摘要：

消费者参与对数字绿色普惠金融产品满意度产生影响,从而可有利于全面推进乡村振兴,助力实现“双碳”目标,推动高质量发展。基于消费者问卷调查数据的经验研究发现:提升消费者参与认同,增加消费者参与行为均对数字绿色普惠金融产品的满意度产生正面影响;消费者参与认同和社交参与对总体满意度的正向影响较大,参与深度的影响大于参与密度;具体的参与方式对不同维度的满意度影响存在异质性。因此,在设计数字绿色普惠金融产品和服务时要关注消费者参与度对满意度的正向影响及其异质性,在丰富参与方式的同时重视线上社交参与等新型参与方式的积极作用。

关键词: 参与行为, 低碳消费, 普惠金融, 绿色金融, 数字金融, 满意度

Abstract:

Consumer participation showed an impact on the satisfaction of digital green inclusion financial products, thus contributing to the promotion of rural revitalization, the achievement of the dual carbon goals, and the promotion of high-quality development. Based on the micro questionnaire survey data, empirical research found that the improvement of participation identification and the increase of participation behavior had a positive impact on the satisfaction of digital green inclusive financial products. Relatively, participation identification and social engagement had a greater positive impact on overall satisfaction;the influence of participation depth was greater than that of participation density. The influence of specific participation on satisfaction of different dimensions was heterogeneous. Therefore, in the design of financial products and services, attention should be paid to the positive impact of participation on satisfaction and its heterogeneity. In particular, attention should be paid to the positive role of online social participation as well as enriching various forms of participation.

Key words: participation behavior, low carbon consumption, inclusive finance, green finance, digital finance, satisfaction

中图分类号:

S-9
F831.2

姚星垣, 汪卫芳. 消费者参与度与数字绿色普惠金融产品满意度[J]. 浙江农业学报, 2021, 33(8): 1542-1551.

YAO Xingyuan, WANG Weifang. Consumer participation and satisfaction with digital green inclusive financial products[J]. Acta Agriculturae Zhejiangensis, 2021, 33(8): 1542-1551.

图/表 5

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变量 Variable	变量说明 Variable description	变量取值 Value of a variable
满意度 Satisfaction	总体满意度 Overall satisfaction	非常满意=5,满意=4,一般=3,不满意=2,非常不满意=1 Very satisfied=5, satisfied=4, average=3, dissatisfied=2, very dissatisfied=1
丰富性满意度 SatisKind	绿色能量种类满意度 Satisfaction with the type of green energy
便捷性满意度 SatisTime	收集绿色能量时长满意度 Satisfaction with how long it takes to collect green energy
激励性满意度 SatisAmount	收集绿色能量数量满意度 Satisfaction with the amount of green energy collected
种树数量 TreeNumber	目前拥有树的数量 The number of trees you have so far	没有=0,1棵=1,2棵=2,3棵=3,4棵及以上=4 No tree=0,1 tree=1,2 trees=2,3 trees=3,4 trees and above=4
种树时间 TreeTime	平均种植一棵新树所需时间 The average time it takes to plant a new tree	1月以内=5,1~3月=4,3~6月=3,6~9月=2,9月以上=1 Less than 1 month=5, 1-3 months=4, 3-6 months=3, 6-9 months=2, more than 9 months=1
参与认同 Participate	认同数字绿色普惠金融产品的参与功能 Agreed with the participation function of DGIF	非常同意=5,同意=4,一般=3,不同意=2,非常不同意=1 Strongly agree=5, agree=4, generally=3, disagree=2, stronglydisagree=1
社交参与 Communication	认同绿色低碳消费者之间的彼此互动 Agreed with interaction between consumers of DGIF
绿色出行 Travel	采用步行、公交、地铁等绿色出行方式 Adopt walking, bus, subway and other green travel modes	采取这种方式收集绿色能量=1,不采取这种方式收集能量=0 Take this way to collect green energy=1, otherwise=0
线上购票 Tickets	通过线上方式进行购票 Purchase tickets online
线上支付 EPayment	采用线上支付方式消费 Use online payment for consumption
生活缴费 Utilities	线上交纳水电气等费用 Pay utilities online
电子发票 EInvoice	开具或接受电子发票 Issue or accept electronic invoices
线上挂号 EAppoiment	网上预约挂号就诊 Online appointment for medical treatment
其他方式 Other	采取其他参与方式 Take other forms of participation
性别 Sex	性别 Gender	男性=1,女性=2 Male=1, female=2
年龄 Age	年龄 Age	14岁及以下=1,15-19岁=2,20-29岁=3,30-39岁=4,40岁及以上=5 14 and below=1,15 to 19=2,20 to 29=3,30 to 39=4,40 and above=5
教育水平 Education	您的最高学历水平 Highest educational level	初中及以下=1,高中、中职=2,大专、高职=3,大学本科=4,硕士研究生及以上=5 Middle school and below=1, high school=2,junior college=3, undergraduate=4, graduate and above=5

变量 Variable	变量说明 Variable description	变量取值 Value of a variable
满意度 Satisfaction	总体满意度 Overall satisfaction	非常满意=5,满意=4,一般=3,不满意=2,非常不满意=1 Very satisfied=5, satisfied=4, average=3, dissatisfied=2, very dissatisfied=1
丰富性满意度 SatisKind	绿色能量种类满意度 Satisfaction with the type of green energy
便捷性满意度 SatisTime	收集绿色能量时长满意度 Satisfaction with how long it takes to collect green energy
激励性满意度 SatisAmount	收集绿色能量数量满意度 Satisfaction with the amount of green energy collected
种树数量 TreeNumber	目前拥有树的数量 The number of trees you have so far	没有=0,1棵=1,2棵=2,3棵=3,4棵及以上=4 No tree=0,1 tree=1,2 trees=2,3 trees=3,4 trees and above=4
种树时间 TreeTime	平均种植一棵新树所需时间 The average time it takes to plant a new tree	1月以内=5,1~3月=4,3~6月=3,6~9月=2,9月以上=1 Less than 1 month=5, 1-3 months=4, 3-6 months=3, 6-9 months=2, more than 9 months=1
参与认同 Participate	认同数字绿色普惠金融产品的参与功能 Agreed with the participation function of DGIF	非常同意=5,同意=4,一般=3,不同意=2,非常不同意=1 Strongly agree=5, agree=4, generally=3, disagree=2, stronglydisagree=1
社交参与 Communication	认同绿色低碳消费者之间的彼此互动 Agreed with interaction between consumers of DGIF
绿色出行 Travel	采用步行、公交、地铁等绿色出行方式 Adopt walking, bus, subway and other green travel modes	采取这种方式收集绿色能量=1,不采取这种方式收集能量=0 Take this way to collect green energy=1, otherwise=0
线上购票 Tickets	通过线上方式进行购票 Purchase tickets online
线上支付 EPayment	采用线上支付方式消费 Use online payment for consumption
生活缴费 Utilities	线上交纳水电气等费用 Pay utilities online
电子发票 EInvoice	开具或接受电子发票 Issue or accept electronic invoices
线上挂号 EAppoiment	网上预约挂号就诊 Online appointment for medical treatment
其他方式 Other	采取其他参与方式 Take other forms of participation
性别 Sex	性别 Gender	男性=1,女性=2 Male=1, female=2
年龄 Age	年龄 Age	14岁及以下=1,15-19岁=2,20-29岁=3,30-39岁=4,40岁及以上=5 14 and below=1,15 to 19=2,20 to 29=3,30 to 39=4,40 and above=5
教育水平 Education	您的最高学历水平 Highest educational level	初中及以下=1,高中、中职=2,大专、高职=3,大学本科=4,硕士研究生及以上=5 Middle school and below=1, high school=2,junior college=3, undergraduate=4, graduate and above=5

变量Variable	均值Mean	标准差SD	最小值Min	中位数Median	最大值Max
满意度Satisfaction	3.908	0.695	1	4	5
丰富性满意度SatisKind	3.763	0.752	1	4	5
便捷性满意度SatisTime	3.501	0.874	1	3	5
激励性满意度SatisAmount	3.593	0.798	1	4	5
参与认同Participate	3.903	0.816	1	4	5
社交参与Communication	3.633	0.895	1	4	5
种树数量TreeNumber	2.534	1.139	1	2	5
种树时间TreeTime	3.588	1.327	1	4	5
绿色出行Travel	0.887	0.317	0	1	1
线上购票Tickets	0.693	0.462	0	1	1
线上支付EPayment	0.887	0.317	0	1	1
生活缴费Utilities	0.388	0.488	0	0	1
电子发票EInvoice	0.151	0.358	0	0	1
线上挂号EAppoiment	0.105	0.307	0	0	1
其他方式Other	0.340	0.474	0	0	1
性别Sex	1.706	0.456	1	2	2
年龄Age	3.806	0.593	1	4	7
教育水平Education	3.367	0.641	1	3	6

变量Variable	均值Mean	标准差SD	最小值Min	中位数Median	最大值Max
满意度Satisfaction	3.908	0.695	1	4	5
丰富性满意度SatisKind	3.763	0.752	1	4	5
便捷性满意度SatisTime	3.501	0.874	1	3	5
激励性满意度SatisAmount	3.593	0.798	1	4	5
参与认同Participate	3.903	0.816	1	4	5
社交参与Communication	3.633	0.895	1	4	5
种树数量TreeNumber	2.534	1.139	1	2	5
种树时间TreeTime	3.588	1.327	1	4	5
绿色出行Travel	0.887	0.317	0	1	1
线上购票Tickets	0.693	0.462	0	1	1
线上支付EPayment	0.887	0.317	0	1	1
生活缴费Utilities	0.388	0.488	0	0	1
电子发票EInvoice	0.151	0.358	0	0	1
线上挂号EAppoiment	0.105	0.307	0	0	1
其他方式Other	0.340	0.474	0	0	1
性别Sex	1.706	0.456	1	2	2
年龄Age	3.806	0.593	1	4	7
教育水平Education	3.367	0.641	1	3	6

变量Variable	(1)	(2)	(3)	(4)	(5)
参与认同Participate	0.276^***				0.214^***
	(7.13)				(5.39)
种树数量TreeNumber		0.084^***			0.050^**
		(3.85)			(2.19)
种树时间TreeTime			0.041^**		0.027
			(2.28)		(1.47)
社交参与Communication				0.195^***	0.141^***
				(6.02)	(4.36)
性别Sex	0.001	-0.023	-0.004	-0.009	-0.014
	(0.01)	(-0.44)	(-0.07)	(-0.19)	(-0.29)
年龄Age	-0.016	-0.042	-0.024	-0.004	-0.018
	(-0.44)	(-1.11)	(-0.62)	(-0.11)	(-0.51)
教育水平Education	0.005	0.004	-0.002	-0.009	0.003
	(0.14)	(0.09)	(-0.04)	(-0.24)	(0.09)
常数项Constant	0.764^***	1.006^***	0.893^***	0.793^***	0.736^***
	(2.71)	(3.44)	(3.03)	(2.77)	(2.66)
观察值 Observations	468	468	468	468	468
R²	0.533	0.498	0.487	0.519	0.563
AdjR²	0.524	0.488	0.477	0.510	0.551

消费者参与度与数字绿色普惠金融产品满意度

Consumer participation and satisfaction with digital green inclusive financial products

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变量Variable	(1)	(2)	(3)
被解释变量Explained variable	丰富性满意度SatisKind	便捷性满意度SatisTime	激励性满意度SatisAmount
参与认同Participate	0.153^***	0.102^*	0.067
	(2.89)	(1.69)	(1.16)
社交参与Communication	0.265^***	0.330^***	0.242^***
	(5.99)	(6.55)	(5.05)
绿色出行Travel	-0.028	-0.009	-0.084
	(-0.28)	(-0.07)	(-0.77)
线上购票Tickets	-0.048	0.079	0.011
	(-0.65)	(0.92)	(0.14)
线上支付EPayment	0.196^*	-0.089	-0.013
	(1.66)	(-0.66)	(-0.10)
生活缴费Utilities	-0.016	0.003	-0.017
	(-0.23)	(0.03)	(-0.22)
电子发票EInvoice	-0.090	-0.186	-0.129
	(-0.79)	(-1.43)	(-1.05)
线上挂号EAppoiment	0.158	0.440^***	0.301^**
	(1.22)	(2.98)	(2.15)
其他方式Other	0.078	0.058	0.163^**
	(1.19)	(0.77)	(2.29)
性别Sex	-0.022	-0.127^*	-0.027
	(-0.34)	(-1.68)	(-0.38)
年龄Age	0.089^*	0.082	0.031
	(1.84)	(1.48)	(0.59)
教育水平Education	-0.046	-0.166^***	-0.165^***
	(-0.95)	(-2.98)	(-3.13)
常数项Constant	0.821^**	1.350^***	1.446^***
	(2.18)	(3.14)	(3.54)
观察值 Observations	468	468	468
R²	0.377	0.361	0.342
AdjR²	0.35	0.34	0.32

变量Variable	(1)	(2)	(3)	(4)	(5)
参与认同Participate	1.289^***				1.013^***
	(6.63)				(5.09)
种树数量TreeNumber		0.359^***			0.210^*
		(3.54)			(1.78)
种树时间TreeTime			0.192^**		0.161^*
			(2.40)		(1.71)
社交参与Communication				0.948^***	0.739^***
				(5.99)	(4.54)
性别Sex	0.010	-0.074	0.022	-0.023	-0.088
	(0.04)	(-0.31)	(0.10)	(-0.10)	(-0.36)
年龄Age	-0.062	-0.200	-0.126	-0.008	-0.048
	(-0.34)	(-1.13)	(-0.72)	(-0.04)	(-0.25)
教育水平Education	0.061	0.021	0.009	-0.021	0.040
	(0.34)	(0.12)	(0.05)	(-0.12)	(0.21)
第1截位Cut1	6.248^***	4.540^***	5.038^***	5.663^***	6.762^***
	(3.51)	(2.70)	(2.98)	(3.25)	(3.67)
第2截位Cut2	7.864^***	6.014^***	6.499^***	7.235^***	8.415^***
	(5.08)	(4.17)	(4.48)	(4.80)	(5.23)
第3截位Cut3	13.308^***	11.246^***	11.712^***	12.768^***	14.079^***
	(8.53)	(7.84)	(8.10)	(8.45)	(8.62)
第4截位Cut4	17.677^***	15.346^***	15.753^***	16.973^***	18.643^***
	(10.51)	(9.99)	(10.18)	(10.49)	(10.59)
观察值 Observations	468	468	468	468	468

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[2]	苏飞;庞凌峰*;马莉莎. 生计资本对杭州市农民工生活满意度的影响[J]. , 2014, 26(1): 0-246.