Ling U
Ling U
Ling U
Ling U
Ling U
Ling U
Ling U
Ling U
Ling U
Ling U
Nearly 30 per cent of respondents install new electronic payment tools to receive digital vouchers, HKIBS survey shows
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Hong Kong Electronic Consumer Vouchers: A Study on Consumers’ Intention to Receive and Use Consumer Vouchers
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Three out 10 respondents have installed new electronic payment tools to receive digital vouchers, a recent survey by the Hong Kong Institute of Business Studies of Lingnan University unveiled.
The research team, in cooperation with HK01, carried out a 10-day online survey in mid-October targeting Hong Kong citizens aged 18 or above, with an aim to understand consumers’ electronic payment habits and levels of satisfaction towards the Consumption Voucher Scheme after the distribution of the first electronic vouchers. A total of 7,216 valid response were collected.
The survey results showed that nearly 30 per cent of respondents have installed new electronic payment tools to receive digital vouchers, indicating that the Scheme has helped popularise digital payment in Hong Kong.
According to the results, Alipay got the highest proportion of those respondents who had not used any electronic payment (45%), or those had used more than one payment tool (including Octopus) (43%) before the launch of the Scheme. The survey also found that over 40% of the younger generation aged 35 or below have chosen Alipay as their electronic payment tool, making Alipay the most popular one among the four electronic payment operators for youngsters.
Promotion discounts of the operators (27%), pre-installation and use (25%), and coverage of merchants of the operators (24%) were the three main reasons for respondents to choose payment tools. In terms of satisfaction level, about 70 per cent of the respondents have a positive rating on the use of consumption vouchers.
The survey findings also showed that 64 per cent of the respondents used up the first vouchers within a month, and 20 per cent used them up within a week, implying that the Scheme could stimulate local consumption in the short run. It also found that the digital vouchers were mainly used for daily consumption, of which catering (74%), daily necessities (52%), and food (49%) top the list of consumption by purpose. In contrast to supermarkets, where 75 per cent of the respondents used their vouchers, only 4 per cent spent on tourism and hospitality. These indicated that industries tied with people’s livelihoods benefited more from the Scheme. In addition, more than 40 per cent of the respondents paid extra to purchase more expensive goods, signifying that the distribution of consumer vouchers can encourage consumer spending.
The research team pointed out that while the Scheme could help drive particular industries such as retail and catering to increase revenue, it may have limited impact on industries that are severely affected by the pandemic such as hotels and tourism. Thus, the team recommended that the Government should issue consumer vouchers for particular industries in the future to stabilise their growth. The team also recommended that if the Government re-launches the Consumer Voucher Scheme, it should introduce more electronic payment platforms. This will not only provide the public with more options but also encourage operators to continually reduce transaction and handling fees, increasing market share and promoting healthy competition thereupon.
嶺大研究發現近三成人安裝新的電子支付工具以領取消費券 零售及餐飲行業最為受恵 計劃短期有效刺激本地消費
嶺南大學（嶺大）香港商學研究所繼今年五月就「香港電子消費券：關於消費者領取和使用消費券意向的研究」展開問卷調查後，於十月再進行另一次的調查，以追蹤消費者在發放第一期電子消費券後的消費行為及滿意度。
研究團隊與《香港01》合作，於2021年10月於網上進行為期10日的電子消費券問卷調查，訪問對象為18歲以上的香港市民，收集有效問卷共7,216份。
調查結果顯示，近三成受訪市民安裝了新的電子支付工具領取消費券，反映電子消費券計劃有助推動電子支付更趨普及。結果亦發現，受訪者如在計劃開展前未曾使用任何電子支付工具，或使用多於一種支付工具（包括八達通），選用支付寶領取的比例最高，分別為45%及43%。值得留意的是，支付寶廣受年輕一族歡迎，35歲或以下選取支付寶作為電子支付工具超過四成，為四家電子支付工具之首。受訪者選擇支付工具的三大原因依次為：支付工具的優惠(27%)、之前已安裝使用(25%)及支付工具的覆蓋範圍(24%)。整體滿意度方面，約七成受訪市民對計劃的使用評價正面。
調查同時發現，六成四受訪者在一個月內用完第一期消費券，更有兩成二人在一周內用完，反映計劃短期有效刺激本地消費。而受訪市民的消費類別與日常生活有關，前三位是餐飲(74%)、日常用品(52%)及食品(49%)。受訪市民中，僅有4%曾將消費券用於旅遊及酒店，而四分之三表示曾在超級市場使用消費券，反映本地民生行業比較受惠。另亦有超過四成受訪市民表示有額外貼錢購買較貴的商品，反映消費券有效帶動市民消費意欲。
研究團隊指出，消費券計劃確實有助帶動特定行業如零售及餐飲增加收益，但對受疫情嚴重影響的行業如酒店及旅遊業等則作用有限，建議政府未來可針對特定行業發放消費券，穩定行業發展。團隊亦建議政府如未來再推出消費券計劃，可引入更多電子支付平台，為市民提供多種選擇外，亦鼓勵營運商下調交易費及手續費以增加市場份額，促進良性競爭。
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)