台北市信用卡持卡人對接受現金卡之消費者行為研究

Abstract

隨著經濟不景氣，再加上風氣漸開，借錢的行為似乎成為一股風潮。因此，在景氣蕭條，企業金融一片死寂的不景氣時期，消費金融市場大戰，正由信用卡轉向現金卡。業者自日本引進的現金卡，為近幾年成長速度最快的金融商品之一。本研究希望藉由已持有信用卡的持卡人，來瞭解現金卡的消費者行為，此外，從不同消費群體的角度來探討對產品屬性偏好上的差異。因此，本研究期望透過對現金卡之探討，對於企業擬定其行銷策略及推廣提出建議。 本研究採用問卷調查法來收集資料，藉由已持有信用卡的持卡人進行接受現金卡的消費者行為分析，以Engel-Kollat-Blackwell Model模式作為本研究之架構，生活型態變數作為市場區隔的基礎，以產品屬性與人口統計變數作為投入變數，透過消費時態變數作為消費行為之描述。並採用統計方法的因素分析、集群分析、卡方檢定、變異數分析等來分析所得之實證資料。 根據研究顯示，信用卡持卡人接受現金卡之消費者可區分為「理性自主型」、「資訊求知型」與「品牌崇尚型」。各區隔市場消費者，無論在人口統計變數上、申辦動機、資訊來源、產品屬性評估準則及消費實態變數上有顯著差異。

As the economic goes down, lending debts from bank becomes a new trend in Taiwan. Since corporate finance declines sharply, banks refocus on consumer banking. Especially, cash cards, introduced from Japan, become one of the most high growth financial products recently. Banks are seen persuading existing credit card holders to hold another cash cards. Therefore, the purpose of this research is to understand which product attributes existing credit card holders pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help banks form their marketing strategy. In this research, we used questionnaire to collect data, and analyzed the consumer behaviors of existing credit card holders’ willingness to accept cash cards. The Engel-Kollat-Blackwell model is used as a conceptual framework, and the lifestyle variable is used as a basis of market segmentation. Product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. We used statistics method, such as factor analysis, cluster analysis, chi-square test, ANOVA etc. to analyze the collected data. According to the results of research, the consumer can be divided into “Rational Independent Buyer”, Information Seek Buyer”, and Brand Preference Buyer”. Among the three market segments, demographic variables, apply motive variable, sources of information variables, product attributes evaluation criteria and consumption reality variables are significant predictions of product choice.