促銷策略對台灣地區信用卡持卡人使用行為之影響

Abstract

由於目前刷卡消費已成為民眾的習慣，信用卡已成為消費不可或缺的媒介或工具。針對這個日益受到重視的消費性金融產品，其未來發展情況非常值得注意。 因此，本論文主要研究目的是為了探討下列問題：探討信用卡業常用的促銷策略，哪幾種對持卡人使用行為影響較大？探討信用卡業常用促銷策略，消費者對不同促銷策略的偏好在人口統計變數差異。探討不同人口統計變數，哪些對持卡人使用行為有影響？ 本研究主要使用敘述統計、信度與效度分析、變異數分析與卡方檢定來進行統計分析，並得到以下結論： 不同的促銷策略對持卡人使用行為大都具顯著影響。不論是對持卡人的刷卡次數與每月平均刷卡金額兩種使用行為來說，均以贈品促銷影響最顯著。且研究發現折價券促銷相對於其他種類促銷為最不有效的。 其次，由本論文研究結果也發現，在不同的促銷策略下，以性別、年齡與職業三者分別是對促銷策略最有顯著影響的人口統計變數。 不同人口統計變數對持卡人使用行為大都具顯著影響。就持卡人刷卡次數而言，年齡、婚姻狀況、職業、收入等會影響受訪者刷卡次數；但就持卡人每月平均刷卡金額而言，除了前面四種外，並加上性別這項人口統計變數會影響受訪者每月平均刷卡金額。研究亦發現除教育程度，對持卡人的使用行為較無影響外，其餘均有影響。

The credit card is wildly used currently. It is an important payment media. We have to pay more attention and do more research in the evolution of credit card. In this paper, there are three issues have to be discussed. First, we discuss what promotion strategy will affect the behavior of the card holders mostly. Second, under different promotion strategies, we study what are the differences of the result of population statistical variables between each group of consumers? Third, we have to find out which population statistical variables will affect the behavior of card holders. We employ descriptive statistics method, reliability analysis, validity analysis, ANOVA and Chi-square test in the research. The results are described following. The behaviors of card holders are greatly affected by different promotion strategies. When we study the using rate and the average monthly consuming amount, among every kind of promotion strategies, we find that giving presents is the most effective way to encourage consumers to use a specific card. On the contrary, giving coupons is the worst way.The gender, occupation and age are the three population statistical variables that affect the promotion strategies.Almost all population statistical variables affect the behaviors of consumers. Age, marriage, occupation and income, these four variables affects the using rate of credit card. Except these four variables, the fifth variable, gender, has to be responsible for the effect of average monthly consuming amount. The last variable, education, do not bring significance effects to consumers’ behaviors.