主要解釋。亦即銀行結構由過去中度集中度降低為低度集中度，改變了市場結構，以及新銀行業者為求生存等理由，可能是促成銀行業不實廣告發生的重要原因。Creditability is the fundamental basis for banking. After investigating the cases of false advertisements, the study reveals that 11 banks were fined by FTC (Fair Trade Commission, executive Yuan, RO.C.) due to false advertisement cases. Among the 11 banks, two are foreign banks, and nine of them are domestic banks which include eight newly established banks (1991&1992) and one old bank.
Furthermore, several variables are adopted to explain the number of cases fined by FTC. They are HHI index (measuring the market concentration ratio) , semi-annual loans of banks, attitudes of FTC towards false advertisement, number of banks, and total branch number of the banks. The reasons to account for the frequency of false advertisement we found in this study are the market competition and the number of banks, that is, the structure of banking system in Taiwan shifting from medium concentration to low concentration and the survival reaction for the newly established banks are the two important factors influencing the number of false advertisement cases.