金融機構女性消費者行為之研究－以銀行業為例

A STUDY ON FINANCIAL INSTITUTION’S FEMALE CONSUMER BEHAVIOR － BANKING AS EXAMPLE

林子文(Tzyy-wen Lin)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

近幾年來許多的銀行、券商與保險公司紛紛藉由成立金融控股公司，以期擴大規模、交叉銷售，進而提昇整體競爭能力。面對這一波的金控浪潮，除了參與併購之外，部份金融機構也開始朝綜合銀行等不同路線的發展模式進行思考。
同時，從國外到國內，女性地位日漸受到重視，經由工作人口的增加，其可支配所得及購買力也隨之增加，而這股力量也開始蔓延到金融機構，雖然女性銀行尚未在台灣出現，但是專為女性設計的金融商品卻已如火如荼的展開銷售。但長久以來國內在金融產業的女性消費者研究上，不但明顯落後於其他國家的研究，也落後於國內其他產業的研究。因此，本研究的主要目的在於：
一、探討女性消費者在不同的特性變數下，對金融商品購買的決策因素與行為的關連性。二、研究女性消費者對金融服務的看法，將之區隔為特定的消費族群，以提供業者作為新種金融商品開發之誘因與目標市場的選擇。三、提供業者進行差異化競爭策略規劃之參考方向。

研究結果發現：

一、不同受訪者的年齡、職業、家庭生命週期，在每月平均收入方面有顯著差異；而不同受訪者的年齡、學歷、家庭生命週期，在職業方面亦有顯著差異。
二、受訪者主要的往來銀行是民營銀行，而且地點以工作地點附近為主；平常到銀行的頻率多為一星期二次以上；63.3%的受訪者負責處理家庭中的主要帳單，而當銀行服務不佳時，也有53.1%的受訪者會向銀行的主管或申訴單位抱怨。
三、受訪者與主要往來銀行往來的首要動機為「經營穩健」；有關銀行及商品訊息的首要來源，則為「銀行人員介紹」；目前持有的金融商品活動，以「信用卡」的比重最高；對於目前主要往來銀行最滿意的項目，則為「優良的服務態度」。
四、全體受訪者可歸類為四個女性集群，分別為：「傳統保守群」、「流行樂觀群」、「健康優質群」、「自主精算群」。而且四群樣本在生活型態因素上均為顯著差異。
五、各集群女性之不同人口統計變數在消費需求動機、訊息來源、評估準則、金融商品購買以及服務需求認知方面的檢定結果也發現，各集群多呈顯著差異。

關鍵字

金融控股公司 ； 綜合銀行 ； 女性銀行 ； 消費者行為 ； 生活型態 ； 市場區隔 ； 行銷策略

並列摘要

These years, a lot of banks, stock dealers and insurance companies set up financial holding corporations in hopes of expanding their size, cross selling and enhancing their whole competitive power. Facing this, some financial organizations, in addition to participating in mergers, started to pick up the idea of universal banking systems.
At the same time, women began coming into their own account locally and internationally. Since more women work, their disposable income and purchasing power grow, too. Although women banks are still unheard of in Taiwan, there are some financial commodities specially designed for women. However, the domestic research into female consumers doesn’t catch up with other countries’ studies in Taiwan. This topic is still a not fully explored frontier in the field of finance. Therefore the main objectives of this research are:
1. Discuss the special characteristics of female consumers, make-ups on decisive factors in buying stuff. 2. Probe into the thinking of female consumers on financial services. Classify them as a segmented consumer group with a view to stimulate businesspeople to develop new financial commodities and select their target market. 3. Show financial outfits a direction to have differentiated competing strategies.

The conclusion is：

1. Interviewees with different age, occupation, and family life cycle, show significant difference on average monthly income. Women with different age, educational level, and family life cycle, also display significant difference on occupation.
2. These females mostly go to private banks close to their work with a frequency of more than 2 times a week. Approximately 63.3% of respondents are in charge of major bills at home. Getting imperfect service, 53.1% of interviewees will complain to managers in banks.
3. Steady & sound operations is the primary motivation that drives respondents deal with banks. Bank clerk is the primary source of information. And credit cards represent the most common financial commodities or services a respondent now owns. Good attitude of bank clerks is considered as the most degree of satisfaction with banks.
4. The whole sample is classified as four groups: “Group of being conservative and traditional”, “Group of being fashion and optimistic”, “Group of being being healthy and quality” and “Group of being decisive and saving”. These four groups all exhibit significant difference after conducting an analysis of ANOVA.
5. After testing whether different variables of population statistics among different female groups will affect motivations of consumption needs, source of information, criterion of assessment, purchase of financial commodities, and service requirements, it is discovered that most of groups demonstrate significant difference.

並列關鍵字

Consumer behavior ； Financial holding company ； Lifestyle ； Market segmentation ； Marketing strategy ； Universal bank ； Women bank

參考文獻

www.boma.gov.tw 財政部金融局網站

王雅雪，銀行業市場競爭定位之研究，成功大學統計學研究所未出版碩士論文，民92。

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