信用卡選卡使用評估準則之研究－以台南地區持卡者為例

The Study of Assessment Criteria of Credit Card for Card Selection Consumption-With Examples of Card Holders in Tainan Area

廖焜熙(Kun-Hsi Liao)

《工業科技與管理學刊》 2卷 (2008/03) Pp. 65-83

https://doi.org/10.6604/JITM.2008.2.4

摘要

近年來信用卡的數量急遽增加，國人信用卡持卡張數亦不只一張，因此以信用卡購物時，消費者就有許多選擇的機會。功能佳的信用卡，往往是消費者選擇刷卡的標的。對於銀行業而言，最重要的行銷手法，乃是發行具有競爭力的信用卡，而非一味的行銷信用卡。當面臨多種選卡刷卡機會時，消費者選卡的準則是什麼，是一個值得探討的主題。本研究以問卷調查法，探究民眾在以信用卡消費時，選卡的準則及重視的因素。研究結果將作為行銷的參考。調查對象為台南地區民眾600人。本研究依文獻探討，提出一些評估準則，並依此準則設計問卷。以因素分析法，萃取重要因素。因素分析結果，萃取三個主要的評估因素，即功能與價值，安全及風險，品牌及服務。此三項因素，是影響民眾在選卡時的評估因素。三個因素中，以安全及風險為民眾所最重視（平均值5.3819），其次是功能與價值（平均值4.8458），最後是品牌及服務（平均值4.6050）。在組群差異方面，在不同性別、月收入、職業、年齡及居住區域的消費者，其評估準則達顯著差異（p＜0.05）。其餘人口統計變項則無差異。根據研究結果，建議銀行業者應重視信用卡的安全及風險管理，以提高民眾使用率。從職業及居住區域組群的差異，建議銀行業者，應對這些組群作市場區隔，以吸引這批人繼續使用本家的信用卡消費。

關鍵字

信用卡 ； 評估準則 ； 消費行為 ； 選卡動機

並列摘要

In recent years, owing to the rapid growth of credit card issuance, most card holders in Taiwan have more than one credit card. Therefore, consumers have many options when selecting their cards for shopping. A credit card with good functions is often the top choice of consumers. As to banks, the most important marketing strategy is to issue competitive cards, instead of merely promoting the cards. Consumers' criteria in selection of credit cards for consumption are worth discussing. This research used questionnaire method to investigate the factors regarded important to consumers when selecting from a number of credit cards for consumption. The results are provided as references to credit card marketing. A total of 600 samples were collected from Tainan Area. This research proposed some assessment criteria based on literature review, and designed questionnaire based on the criteria. Using factor analysis, this study extracted some important factors, which were function and value, safety and security, and brand and service. The three important factors have significant influence on consumers on the selection of credit cards for consumption. Among the three factors, the most concerned factor was safety and security factor (average value of 5.3819), the second was function and value factor (average value of 4.8458), and the last was brand and service (average value of 4.6050). In the group discrepancy analysis, consumers in different sex, monthly income, job groups, age and residential areas presented different criteria in credit cards selection (p＜0.05). Other demographic variables presented no differences. According to the results, it is suggested that banks should emphasize on card safety and security management, in order to encourage the willingness of usage. And according to the result of group discrepancy analysis, it is suggested that banks should segment the market according to those groups, so as to attract the target consumers to use their credit cards for consumption.

並列關鍵字

Credit card ； assessment criteria ； consumer behavior ； card selection motive