發卡銀行企業社會責任形象 影響認同卡持卡意願之分析

Abstract

近年來臺灣各大銀行和組織一同發行許多種類的認同卡，從藝文類、保育類、宗教類到公益類等，各式各樣，五花八門，有些是為了拓展新的信用卡客群而發行，有些是因為公益團體主動要求合作，有些是為了展現善盡企業社會責任。隨著公民意識逐漸成熟，金融業是否善盡企業社會責任受到消費者的日益重視，許多銀行化被動為主動，響應赤道原則或是成立基金行使更多公益活動，政府方面，我國金管會也要求金融業在民國104年起各大銀行應發行企業社會責任報告書供社會大眾審閱，企業社會責任已是企業經營時不可或缺的一環。 為探討消費者對於企業社會責任和認同卡持卡意願之關聯，本研究主要目的為探討發卡銀行企業社會責任是否會對認同卡之持卡意願產生影響。 本研究採用EKB消費者行為模式來進行分析，分析大臺北地區居民的人口屬性在資訊來源、持卡動機、產品屬性、企業社會責任知覺之重視程度是否存在差異，並進而分析是否對消費者之持卡意願產生影響。在企業社會責任構面上則採用五個構面，分別是顧客面、員工面、環境面、經濟面和社區面，以這些構面來進行衡量。 根據結果顯示，企業社會責任構面中之經濟面和社區面都會對認同卡之持卡意願產生顯著正向影響，是發卡銀行未來可以參酌的結果，本研究並提出相關行銷之建議供發卡銀行參考。

In recent years, many banks and organizations through cooperation issue many types of identity cards, from arts, animal conservation, religion to the public welfare, etc.These banks issue affinity cards maybe for developing some new customer base or just public interest groups offered to issue. Besides, in the corporate social responsibility part of the financial sector has also gathered increasing attention from consumers.In Taiwan, many banks actively response to the Equator Principles or set up a foundation to do more charity. The FSC also requires financial industry should issue corporate social responsibility report for the public to review from 2015. To investigate the association of corporate social responsibility and the willingness to hold an identity card, this study is to explore whether the CSR of issuing bank may cause consumers’ intention to apply an identity card. In this study, EKB consumer behavior model was used.This study analyzes the difference between demographic attributes from residents in the Taipei area, information sources, cardholders motivation, product attributes, the degree of attention of corporate social responsibility and also analyze the impact of CSR on the consumers’ willingness of applying.The study uses five dimensions of corporate social responsibility containing as the customer side, the staff side, environmental aspect, the economic side and the community side. The result shows that corporate social responsibility in the economic side and community side have a significant positive impact on intention to apply an identity card. Besides, this study also gives some marketing recommendations to the banks for reference in the future.