信用卡旅遊附加利益偏好與再使用意願之研究

信用卡為一般大眾的消費支付工具。隨著先消費後付款的觀念逐漸被接受，以及發卡機構擬定各種行銷策略，並積極推廣信用卡多種附加利益下，信用卡的業務量快速成長，近年來多家銀行為了刺激信用卡業務，推出旅遊相關附加利益概念做為行銷訴求。本研究意圖從消費者角度來探討消費者使用旅遊附加利益的偏好傾向，並了解消費者個人基本變項是否影響使用旅遊附加利益的偏好傾向，最後探討消費者使用旅遊附加利益的偏好傾向是否影響到信用卡的再使用意願。本研究以便利集叢抽樣方式進行問卷調查，有效回收共191份問卷後，經過統計分析後發現如下四點結論。 1. 不同背景變項之信用卡持卡人，在其旅遊附加利益偏好上有顯著差異的部份，各自變項除了婚姻狀況與職業外，均對於旅遊附加利益偏好的影響均具有統計上的顯著水準。 2. 不同背景變項之信用卡持卡人，在信用卡再使用意願上有顯著差異的部份，婚姻狀況與職業，並不會影響到信用卡再使用意願。 3. 經過典型相關分析後發現，不同旅遊附加利益偏好與信用卡（含旅遊附加利益）再使用意願具有統計上的顯著相關，且典型相關係數（ρ1=.536***、ρ2=.178**），達顯著之相關水準。 4. 經過聯合分析後發現，各附加利益重要性依序為機場接送（34.92％）、哩程數累積（29.12％）、機場貴賓室（20.65％）以及機場外圍停車（15.31％）。此外性別、教育程度、個人收入、搭機目的、信用卡等級、持卡張數、信用卡消費額，以及旅遊方式，都會影響到機場接送、外圍停車優惠、機場貴賓室使用，以及哩程數累積等附加利益偏好。最後，本研究依據實證結果，提出四點實務建議，包含如下。 1. 發卡業者除了思考如何制定合理的哩程轉換獎勵計畫外，尚需將往返機場提供接與送的服務視為行銷的訴求重點，進行策略性的規劃與安排以符合消費者的喜好，增加其信用卡在市場上的競爭力。 2. 目前貴賓休息室的服務水準與禮遇條件不一，此情形有可能造成消費者使用的預期心理落差，進而降低對貴賓室的偏好（特別是女性較男性不願意使用機場貴賓室）。因此，各機場貴賓室應重視服務的傳遞與品質，是否能與顧客的期待達到一致性。 3. 在停車優惠的重視度上，女性旅客明顯地低於男性旅客，且白金卡較其他卡別更重視停車優惠。這顯示女性與信用卡等級越高者，進出機場有停車需求者佔較少部份，當然，在接送機的部份會有更強烈的需求。為求提升該族群的偏好，信用卡發卡銀行可在各種卡別上設計不同的附加利益，應更能方便消費者選取該行信用卡進行旅遊相關消費。 4. 最常使用白金卡者多為高搭機頻率之商務旅客，因其特有的消費行為與特質故最重視的旅遊利益為哩程累積獎勵。基於以上的偏好與需求，各銀行的行銷策略應強化哩程獎勵計畫的誘因，強調與競爭對手間的差異，突顯自我的優勢與特色才能維繫既有客戶以及吸引新會員的加入。

關鍵字

信用卡；旅遊附加利益；再使用意願

並列摘要

Credit card is the general tools of consumption for payments. With the concept of consumption before payment is gradually being accepted. Issuers to develop a variety of marketing strategies, and actively promote the interests of a variety of additional credit card. The rapid growth of the credit card portfolio. In recent years, a number of banks in order to stimulate the credit card business, the introduction of the concept of tourism-related marketing appeal as additional benefits. In this study, from the consumer point of intent to explore consumer preferences tend to travel additional benefits. Individual consumers to know whether the basic variables affect the interests of tourism additional preference tendencies. Finally, we discuss the use of consumer preferences tend to travel additional benefits affect the willingness to use the credit card again. Period for issuing banks can measure the cost, while also taking into account customer needs, as a marketing strategy to promote the follow-up credit card reference. In this study, in Taichung Airport to facilitate non-random sampling questionnaire. A total of 252 valid questionnaires were recovered later, after a statistical analysis found the following four conclusions.  The credit card holders variables of different backgrounds, on their tour additional benefits that some significant differences in preferences, their marital status, in addition to variables outside occupation are additional benefits for tourism preferences have a significant impact on the statistics standards.  Credit card holders of different backgrounds variables, then there is a significant difference in the use of some of the wishes, marital status and occupation in the credit card, and does not affect the willingness to use the credit card again.  Additional benefits of credit card holders, and credit cards （including tourism additional benefits） then there is a significant association between the use of the will.  The basic variables of interest on a credit card attached differences situations, after a joint analysis found that gender, education, personal income, fly purpose, credit rating, number of sheets card, credit card spending, as well as tourism, will Airport transfers affecting peripheral parking concessions, airport lounge access, as well as the cumulative number of other additional benefits Mileage preferences. Finally, based on the empirical results of this study, presented four practical suggestions are as follows.  In addition to issuing the industry to think about how to develop a reasonable reward Mileage conversion plan, but still need to provide access to and from the airport and delivery of services as marketing their focus, the strategic planning and arrangements to meet consumer preferences, increasing its credit cards in the market competitiveness.  The current level of service and hospitality lounges conditions vary, this situation may cause psychological gap expected consumer use, thereby reducing the preference for VIP (especially women than men are reluctant to use airport lounges). Therefore, all airport lounges should pay attention to the quality of services delivered and whether it can achieve consistency with the customer's expectations.  On the importance of the parking concessions, significantly lower than the female passenger male passenger. Platinum card than other cards do not pay more attention to parking concessions. This shows that the higher the level of women's credit card, and out of the airport parking demand accounted for fewer parts. Of course, part of the pick-up machine will be more strong demand. For the sake of promotion of the ethnic preferences, credit card issuing bank cannot design in a variety of different additional benefits.  The most commonly used multi-platinum card for business travelers who fly high frequency, because of the unique nature of consumer behavior and therefore the most important incentive travel benefits for mileage accumulation. Based on the above preferences and needs, the bank's marketing strategy should strengthen incentives Mileage Award Scheme, emphasizing the difference between competitors, highlighting the advantages and characteristics of self to maintain existing customers and attract new members to join.