台北市生活型態與市場區隔之研究 — 以大眾銀行客戶為例

A Study of Taipei’s City of Lifestyle and Market Segmentation: A Case Study of Customers of Ta Chong Commercial Bank

吳沛縈(Pei-Ying Wu)

指導教授 ： 黃志文

共同指導教授 ： 林光賢

淡江大學/商學院/國際商學碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00005

摘要

在金融機構競爭激烈情形下，除了靠銀行對顧客服務品質的提
升外，必須進一步瞭解到消費者本身的特性，故金融業者該如何尋
求其目標市場，並依據目標市場消費者之需求提供最適之金融產品
才是創造競爭優勢的因應之道。本研究目的是用一般生活型態為區
隔變數，以大眾銀行台北市區與該行有開戶往來的客戶為抽樣對象，採便利抽樣，有效問卷有398份。

研究結果發現：1.以三十四題AIO量表，透過因素分析萃取出
「名牌時尚因素」、「社交活躍因素」、「平凡踏實因素」、「生
活規律因素」、「家庭溫馨因素」、「情感衝動因素」、「創新活
力因素」及「前途似錦因素」等八個生活型態因素。2.依集群及鑑
別分析，區隔為三個市場區隔，分別命名為「社交時尚群」、「行
為外控群」及「家庭事業兼顧群」。3.三個市場區隔在八個生活型態因素上皆有顯著差異。4.三個市場區隔僅與人口統計變數中的「全家平均每月收入」有關，表示三個市場區隔在「全家平均每月收入」的分佈上有顯著差異。

關鍵字

生活型態 ； 集群分析 ； 市場區隔

並列摘要

In order to face the highly competitive environment of Taiwan financial market,
banks are needed to understand the consumer characteristics to upgrade the customer
service quality of its target market. According to the needs of consumers of target
market, banks can provide the most suitable financial products to create the
competitive advantage. The purpose of this research is to use the lifestyle variables as
segmentation bases. A total of 398 questionnaires are collected from the Taipei
branches of Ta Chong Bank.
The research findings are as follows:
1. On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to
format eight factors, namely, “ Fashion brand”, “Socialization Active”, “Generic
Practical”, “Disciplinary life”, “Family Warmth”, “Feeling Emotion”, “Creativity
Active”, and “Future Brighten”.
2. By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely. “Fashion Socialization”, “External – Control behavior”, and “Family – Business”.
3. The three market segments and eight lifestyle factors both have significant differences.
4. The three market segments have only significant difference on “Average Family Income”

並列關鍵字

Cluster and Discriminated analysis

參考文獻

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