信用卡持卡人對預借現金使用意願研究-以某銀行為例

Abstract

自民國八十年政府開放新銀行設立以來，銀行業務項目日趨多元化，且銀行間的競爭態勢激烈，各銀行紛紛開發各種附加功能，預借現金便為其中一種主要附加功能。自此項功能引進以來，不到10年間，預借現金金額成長了10倍以上，惟自94年首度出現負成長；預借現金業務為銀行業主要獲利來源之一，故了解信用卡持卡人對此項商品之使用意願是銀行信用卡業務的重點。

但目前學術界對預借現金的研究尚甚缺乏，故本研究嘗試從消費者使用行為及使用意願理論基礎中找出可能影響信用卡持卡人預借現金意願之因素，經整理有使用動機、資訊來源、對銀行及預借現金評估等幾項因素，並利用卡方檢定，找出顯著之影響因素。研究結果發現：

1.與預借現金使用意願有關的因素主要有 (1).持卡人本身生理、生活所需或臨時性需求 (2).外在環境誘惑等刺激 (3).銀行或信用卡公司等商業機構所傳遞發佈之預借現金資訊 (4).銀行或信用卡公司之辦卡及刷卡等相關優惠 (5).預借現金商品具促銷或相關回饋。

2.不同之人口統計變數之預借現金使用者在預借現金意願相關因素上之差異 (1).不同性別、年齡、學歷、職業、收入、婚姻狀況之借現金使用者其在需求動機上具顯著差異(2).不同職業之借現金使用者其在資訊來源管道上具顯著差異(3).不同性別之借現金使用者其在對預借現金該項商品之評估上具顯著差異，不同收入程度之借現金使用者其在對銀行之評估上具顯著差異

Since 1991, our goverment permitted private banks to enter the financial market in a financial policy reform,thus banking business become very diversity and the competition between banks become quite intense, banks start to develop / bring in kinds of additional functions. Cash advance is one of the additional function of credit card. The cash advance volume has grow 10 times than the initial time.But in 2005, it’s growth rate becomes negative without precedent. Cash advance is one of the bank’s most profitable business ,so to understand cardholders’ willingness of using it is every banks’ key job.

However, there are few studies on cash advance intention in Taiwan’s academic field , so this study base on theories of consumer behavior and purchase intention to sort out the factors that may affect card holders’ cash advance willingness , such as motivation , the source of information ,the evaluation of bank and the evaluation of cash advance.Then useing the Chi-Square test to exame which variables are significant ones. The result comes to :

1.The following factors have significant correlation with the willingness of cash advance : (1).Card holders’ physiology or occasional / emergent demend (2).The sitmulations from external (3).the business messages from banks or other financial institutions (4).Promotions from banks or other financial institutions (5).Discount or rebate of cash advance.

2.The corelaton between demographics and factors of cash advance willingness are (1).Gender,age,education,occupation,income,marital status have significant correlation with cash advance motivation (2).Occupation have significant correlation with cash advance message (3).Gender have significant correlation with the evaluation of cash advance,and income have significant correlation with the evaluation of banks.