信用卡持卡人的知覺風險與消費決策

A Study of Perceived Risk and Consumption Decision for Credit Card Holder

楊季妍(yang chi yen)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

信用卡消費行為主要受到民眾的知覺風險影響，若能了解影響持卡人在消費時的知覺風險因素，並探討影響信用卡持卡人的消費行為，將有助於瞭解信用卡持卡人的消費與理財情況。本研究利用因素分析來瞭解信用卡持卡人在知覺風險的認知因素；接著依據風險知覺因素，以集群分析來區隔信用卡之消費市場，並應用交叉分析探討各知覺風險集群在知覺價值與消費特質之差異；並以知覺風險集群與消費者類型為基礎，應用雙因子變異數分析探討信用卡消費市場區隔因子在消費者的知覺價值的主效果與交叉效果，最後利用迴歸分析探討影響信用卡持卡人對信用卡的消費需求之因素。
研究結果顯示：(1)「付款便利」有最大的解釋變異且最受持卡人的重視，顯示出付款便利為信用卡消費市場的最大核心；(2)由集群分析所區隔出的三個知覺風險集群得知，「風險趨避群」是人數最多的集群，為最重要的市場區隔；(3)知覺風險集群與信用卡持卡人類型對知覺價值的影響具有顯著的交叉效果；(4)高所得者、隨意購買者及使用循環信用之持卡人有較高的信用卡消費金額；(5)越認同「付款便利」與「過度消費」以及較不同意「資料保密」的消費者，在信用卡的消費金額將越高；(6)「風險忽視群」持卡人在信用卡消費金額高於「風險趨避群」與「風險游移群」。

關鍵字

信用卡、知覺風險、市場區隔、消費決策

並列摘要

The contribution of this study is to understand the credit card holder
according to consumption and financial situation under risk perception; therefore, if we can analyze the perceived risk factors and understanding the consuming decision of the card holder, the results of this study will making policy implication for the Ministry of Finance. First, this research is based on the factor analysis to study the credit card holder in the cognition factor of the perceived risk. Second, it based on the factor of perceived risk separating the
credit card consumption market by clustering analysis, and applied the crosstabs analysis to inquire into the difference of perceived risk on each cluster between the perceived value and consuming characterization. Third, it is based on the perceived risk of the clusters and the consumer’s type, to apply the two-way ANOVA study to study the main effect and the cross effect on the factors of the
market compartment with credit card consuming in the perceived value on the consumer and the decision intention; Then, it applied the regression analysis to study the influence factors of credit card holder consuming decision.
The results of this study indicate: (1) "Payment convenience" have the
greatest variance with the most credit card holder attention, identified for the convenience of credit card payment market in the largest core. (2) A cluster analysis identified three perceived risk clusters, and it was informed that the "risk aversion" is the largest number of clusters, the most important market segment. (3) Cluster and the perceived risk of the type of credit card holders perceived value of the cross is significant effect. (4) High income, and they
purchase and use of revolving credit card holders who have a higher amount of credit card spending. (5) Vietnam acknowledged the "payment convenience" and "over-consumption" and more do not agree that "information security" consumers, consumer credit amount will be higher. (6) "Risk neglected cluster" of consumer credit card holders in the amount of more than the "risk aversion cluster" and "risk wavering cluster."

並列關鍵字

Credit Card, Perceived Risk, Market Segmentation, Consumption Decisions

參考文獻

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Bettman, J. R., (1973), Perceived Risk and Its Components: A Model and

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