多功能智慧卡持卡動機與使用特性之判別研究

Motivation and Discriminant Analysis for Consumers Holding and Using Multi-function Smart Cards

丁筱珊(Hsiao-Shan Ting) ； 黃國平(Kevin P. Hwang)

《萬能商學學報》 13期 (2008/07) Pp. 263-281

https://doi.org/10.29678/VCJ.200807.0017

摘要

多功能智慧卡挾其一卡多功對各類卡片之發卡與使用造成新一波市場競爭暨衝擊；持卡人與非持卡人的差異，卡片是否爲活卡，對未來市場競爭與行銷均會因其金融價值而造成影響。本研究針對國際上常見的「交通」與「零售」通路，選擇台灣市場最普遍的交通應用「悠遊聯名卡」與零售應用「i-CashWave Q-PAY」進行動機研究並分辨持卡與否之動機差異。因素分析區別動機爲五個因素，集群分析則區隔消費者爲四群。研究顯示「交通」通路勝出「零售」通路；「酷愛方便的行動群」與「多功能偏好群」在持卡比例上顯著較高；而唯一顯著影響持卡與否的動機因素爲「生活便利」。此外判別分析顯示兩種多功能智慧卡持卡人活卡率高達847%，關鍵之判別變數爲刷卡超過500元的次數、使用在交通上的次數及自動或人工加值的次數，因此從相關作業手續費，本研究顯示兩種多功能智慧卡的確有爲發卡銀行創造金融價值的效用。

關鍵字

多功能智慧卡 ； 持卡動機 ； 使用特性 ； 判別分析

並列摘要

This paper aims to investigate the features of consumers who hold multi-function smart card. From the aspect of motivation, different market segments were clustered to reveal the difference holding and using such a kind card. Two kinds of cards, one for transportation use-the Easy Cash and the other-i-CashWave Q-PAY for retail sales were selected for the study. It appears that the transportation related use of multi-function smart card dominates the other purpose. The factor of loving to enjoy convenience is a critical factor to affect people holding or not-holding the smart card. From the t-test, it also suggests that people holding smart cards are actually using them, which implies those cards are live card and cast help card bankers make profit. The variables with discriminant capability in card holding are 1) numbers of more than NT$ 500 payments, 2) numbers of uses on transportation, and 3) number of automatic or manual addition of value.

並列關鍵字

multi-function smart card ； holding motivation ； user characteristics ； discriminant analysis