Ling U

Ling U

Ling U

Ling U

Ling U

LU study finds that nearly half of wet market merchants have not set up electronic payments for the Consumption Voucher Scheme; nearly 35 per cent of merchants have a poor understanding of the scheme; researchers say that merchants’ enthusiasm and satisfaction towards the scheme will grow if they have a better understanding of the plan

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Media Coverage:
嶺大調查：近半街市檔販未裝「電子消費券計劃」指定支付工具 (24-06-2021, 香港商報)
4成料會超額花費 逾半港人 想用消費券歎番餐 (25-06-2021, 晴報)
晨早新聞天地 (25-06-2021, 香港電台)

Other Relevant Study: Hong Kong Electronic Consumer Vouchers: A Study on Consumers’ Intention to Receive and Use Consumer Vouchers

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A Lingnan University (LU) survey finds half of wet market merchants have not installed electronic payment systems required by the Consumption Voucher Scheme (the Scheme), although 20 per cent would consider accepting Octopus and 30 per cent Alipay or WeChat Pay, showing that the Scheme help popularise electronic payments.

The research team from LU’s Hong Kong Institute of Business Studies visited 20 wet markets in Hong Kong between April and June 2021 to survey market vendors’ acceptance of electronic payments and their understanding of the Scheme. 287 valid responses were collected, more than 80 per cent from individual businesses and some 10 per cent from chain businesses. Respondents included businesses selling fresh meat, seafood, fruit, groceries, pharmaceutical products and clothing.

Half of the market vendors (52%) accept electronic payments, and the most used platforms are: WeChat Pay (31.7%), Alipay (31%t), Octopus (25.8%) and PayMe (7.7%).

About 65 per cent of respondents knew of the Scheme, but only 37 per cent were interest in participating. More than 60 per cent expressed that they have no intention to join (41%) or were still considering joining (22%). The main reasons were: complicated registration procedures (35.7%) and limited effects in boosting sales (29.7%). With regard to vendor satisfaction, 28 per cent of respondents were satisfied with the Scheme and believe it will encourage consumption, but 40 per cent were dissatisfied because their customers, mainly of a higher age group, have difficulty in using electronic payments. Some vendors also were concerned that the Scheme would benefit large enterprises rather than small businesses.

Survey results also indicated a correlation between market vendors’ understanding of the Scheme, their willingness to participate and level of satisfaction towards the Scheme and sales forecasting. Of the vendors who understand the Scheme well, 54 per cent wished to join, 46 per cent were satisfied with it, and 83 per cent believe the Scheme would boost their sales. These figures dropped to 12 per cent, 12 per cent and 16 per cent respectively among vendors with a poor understanding of the Scheme.

The research team suggests that the Government should promote the Scheme better and give market vendors who accept electronic payments preferential treatment. Electronic payment service providers should target their advertising to address market vendors’ concerns, and emphasise that electronic payments are "fast, safe and accurate" as key features. In addition, they could offer discounts, waive or reduce installation and handling fees, and provide on-site training to encourage participation.

The team also advises the Government and service providers to deliver talks to education consumers who are not familiar with electronic payments. They suggest vendors put up posters demonstrating how to use electronic payment tools in steps to help customers. Service providers could cooperate with vendors to stimulate consumers' spending with coupons or stamps, and policy makers could consider launching consumer vouchers for specific small shops. For example, wet market consumer vouchers could benefit small businesses and popularise electronic payments. To avoid misuse of resources and stimulate consumption, the Government should actively discourage vouchers being exchanged for cash.

嶺大研究發現近半街市檔販未有安裝「電子消費券計劃」指定支付工具

嶺南大學（嶺大）香港商學研究所公布一項「香港電子消費券計劃：關於街市檔販參與意向的研究」的問卷調查結果，發現一半街市檔販未有安裝電子消費券指定儲值支付工具，其中約兩成受訪檔販有意安裝八達通支付系統，近三成表示會因應是次電子消費券計劃而安裝支付寶或微信支付，反映是次計劃確實有助推動電子支付的普及。

研究團隊於2021年4月至6月期間，於全港20個不同類型和管理方式的街市，以訪問街市商販，以評估他們使用電子支付的情況及對「電子消費券計劃」的認識程度。是次調查一共收集了287份有效問卷，當中逾八成受訪街市商戶為個體經營，一成多為連鎖式經營，涵蓋不同商戶類別如鮮肉、海鮮、水果、雜貨、藥房和衣帽服裝等。

結果顯示，過半受訪街市商戶現時接受電子支付(52%)，其中最常使用的支付平台為：微信支付（31.7%）、支付寶（31.0%）、八達通（25.8%）及PayMe（7.7%）。

另外，約六成五受訪街市商戶在某種程度上了解「電子消費券計劃」的整體安排，然而，僅三成七商戶有意參與是次計劃。超過六成受訪檔販表明不會參加計劃（41%）或仍在考慮當中（22%），主要原因為：登記程序太複雜（35.7%）、計劃對促進銷售作用不大（29.7%）等。滿意度方面，有兩成八受訪商戶滿意政府安排，認為電子消費券有助帶動消費，另亦有四成受訪者對計劃表示不滿，指他們的客戶群年紀偏大，不會使用電子支付工具。部分受訪檔販擔心消費券計劃只能惠及大集團，未必能有效增加他們的生意額。

街市商戶對計劃的了解程度對參與意願、滿意度和銷售預期影響很大。對是次計劃非常了解的檔販中有54%打算參與計劃，46%對計劃滿意，83%認為計劃會增加店鋪銷售額；而在非常不了解的檔販中，這些數字分別為12%、12%和16%。

研究團隊認為政府可以針對計劃的具體內容多作宣傳，並對支持電子支付的街市商舖提供一些優惠政策。電子支付營運商可因應街市檔販不同的顧慮作針對性宣傳。由於不少商戶低估電子支付帶來的好處，宣傳時可強調電子支付「快、穩、準」的好處，包括更安全，收款更便捷，吸引更多顧客等。營運商可在計劃期間提供優惠，費用透明化，亦可減免安裝費、手續費，或上門指導使用，以釋除商戶顧慮，提升計劃參與度。

研究團隊建議政府或電子支付營運商在街市或社區舉辦講座，教育和鼓勵不熟悉電子支付的消費者使用電子支付工具。街市商戶可以在商舖當眼位置張貼電子支付工具的具體使用步驟的海報，幫助顧客熟悉新的支付方式。電子支付營運商可在日後擴大與小商戶的合作，通過購買優惠券、儲印花等提高消費者的消費意欲，吸引商戶長期使用電子支付工具。政策制定者可以考慮日後推出針對小商戶的特定電子消費券，例如街市消費券，幫助他們受惠，並推動電子支付在相關消費的普及。另外，在目標為刺激消費的原則上，亦應積極打擊消費券套現，避免資源誤用。

Acknowledgement:

The research is supported by Lingnan University Innovation and Impact Fund (sponsored by the UGC Knowledge Transfer Fund)
此項目為嶺南大學創新及效益基金支持項目(由教資會知識轉移基金贊助)