数字社群、金融素养与县域居民数字金融使用意愿——基于江西调研数据的实证研究

Digital Community,Financial Literacy and Rural Resi-dents' Willingness to Using Digital Finance Based on the Empirical Research on Survey Data from Jiangxi Province

为探究提高县域居民数字金融使用意愿的有效策略,本研究通过分层取样、私发网络问卷的调查方法,对江西省11个地级市的县域居民展开调查。根据410份有效问卷数据,基于TAM模型设置实证分析变量,运用中介效应回归模型分析发现:数字社群有利于提高县域居民的金融素养;金融素养显著地改善县域居民对所有类型数字金融产品的使用态度、提升他们的使用意愿;数字社群有利于改善县域居民对数字支付的使用态度、使用意愿和数字信贷的使用态度,但是并不能显著提高其数字信贷使用意愿;数字社群不利于改善县域居民对数字理财、数字保险的使用态度和意愿。据此提出:加大农村数字基础设施建设力度,普及移动网络使用,建立官方村镇网络社群;建立有管理的数字化客户网络社群;加大数字金融监管力度,规范数字金融业务,防范以数字金融为名的网络欺诈行为;规范管理数字社群等政策建议。

In order to explore the solution to improve the willingness of county residents to use digital finance,a survey of county residents in 11 prefecture-level cities in Jiangxi Province was carried out through stratified sampling and private network questionnaires.According to the data of 410 valid questionnaires,the empirical analysis variables were set based on TAM model,and the intermediary effect regression model was used to analyze the results:Digital community is conducive to improving financial literacy of county residents;Financial literacy significantly improves county residents'attitudes and willingness to use all types of digital financial products;Digital community can improve county residents'attitudes and willingness towards digital payment,willingness to use digital credit,but can not significantly improve their willingness to use digital credit;Digital communities are not conducive to improving county residents'attitudes and willingness to use digital finance and digital insurance.Therefore,it is proposed that the construction of rural digital infrastructure should be strengthened,the use of mobile network should be popularized,the official village network community should be established,a managed digital customer network community should be built,digital financial supervision should be strengthen and the digital community should be regulated.