台北市信用卡持卡人對金融機構跨業經營模式認知與接受意願之研究

Abstract

國立交通大學管理科學系碩士班 摘 要 全球金融環境的變遷，造成銀行、證券與保險業相互間的併購與結合，金融集團快速成長，朝向多角化經營。為順應此國際潮流，我國於2001年11月1日正式實施『金融控股公司法』。諸多研究文獻探討金融控股公司整合效益及成功要素，然而，關於消費者對於金融機構跨業經營模式接受意願之研究卻不多見，本研究希望透過金融機構跨業經營之消費者行為，瞭解消費者在評估往來金融機構時會注重哪些產品屬性。此外，從不同消費群體的角度去探討對產品偏好上的差異，希望有助於企業擬定其行銷策略之參考。 本研究以EKB模式作為本研究之架構，以消費者往來的金融機構經營模式為市場區隔的方法，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，將金融機構消費市場區隔化。本研究範圍所探討的金融機構僅限於本國銀行中已成立金融控股公司者及以專業銀行型態經營者，研究對象為台北市消費者，以民國92年2~3月進出台北市內金融機構之民眾為抽樣對象進行調查。 研究結果顯示，不同經營模式的金融機構其客戶群在購買動機、資訊來源上無顯著差異，在人口統計變數中的性別、所得及職業上、產品屬性評估準則及對於金融機構跨業經營的接受程度上則有顯著差異。

nstitution of Management Science, National Chiao Tung University Abstract Owing to the radical change in global financial environment, many countries get rid of the restrictions on financial business operation. Facing the ruthless competition from international financial groups, “The Law of Financial Holding Companies” was into force on the 1st of November, 2001. There are so many research reports on discussing the benefits merits and Key success factor from financial groups integration. However, it is very rare to see the research on consumers’ opinions on the methods of these financial service groups running their business crossing fields. The study understand what consumers want from the financial group through my research, and financial groups will provide what kind of product to meet consumers’ needs. In addition, this can also be a reference for these companies to make their marketing strategy. This research is based on the model of EKB, the pattern behavior of consumers in financial market, product quality and population statistics as the input variables. Through the analysis of the time and behavior of consumers to divide the financial market. This research focuses on the domestic financial groups already exist with the credit card holders in Taipei City and people using the financial services from February to March, 2003. The research shows different business model in financial groups does not affect consumers’ motivation and it has nothing to do with the information they got, either. Of much more significance are the population statistics variables of gender, income, occupy. Product orientation. And the acceptance of financial groups which running their business crossing fields