以計畫行為理論探討 信用卡回饋方案對刷卡意願之影響

The Study of Reward Program’s Impacts on the Credit Card Utilization Intention Using Planned Behavior Theory

楊淑娟(SHU-CHUAN YANG)

指導教授 ： 古永嘉 教授

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究主要在探討信用卡回饋方案對刷卡意願之影響，以計畫行為理論作為理論基礎，探討持卡人對信用卡回饋方案的態度、主觀規範、知覺行為控制與使用意願之間的關係與影響。另外，也探討各種信用卡回饋方案對促動刷卡消費的影響。

以信用卡持卡人為研究對象，達成以下研究目的:
一、以計畫行為理論探討持卡人對有回饋方案信用卡之使用意願的影響。並以持卡人之性別、年齡探討其對使用意願的影響。
二、分析持卡人對回饋方案的偏好程度及影響其刷卡意願之排序。
三、研究結果提供相關業者，作為信用卡行銷策略的參考。

採用問卷調查進行研究，共回收有效問卷282份。根據研究目的及相關理論，將樣本透過敘述性統計分析、因素分析、迴歸分析等，得到資料分析結果與假說驗證。

研究結果歸納如下：
一、研究結果發現，持卡人對信用卡回饋方案之態度、主觀規範、知覺行為控制對其刷卡意願均有顯著影響；性別、年齡則不一定有顯著影響。
二、根據實際持卡狀況分析結果，消費者會因回饋方案而辦卡，也會因此增加刷卡次數及金額。
三、持卡人對回饋方案的偏好程度，最喜歡是現金回饋、次為各種優惠折扣、再次為加油降價。綜合以上結果可知，相關金錢的實際回饋較符合大多數持卡人的需求。

關鍵字

信用卡 ； 信用卡回饋方案 ； 計畫行為理論

並列摘要

The objective of this research is to study the impact of the credit card reward program on the willingness of credit card holders. And apply the theory of planning behavior to analyze the relationships and effects on the credit card reward program of the using attitude, the subjective norm and the perceived behavioral control of the credit card holders. In addition to explore the effect of sale promotion by multiple credit cards reward program.

In this study, the survey of credit card holders is to achieve the following research purposes:
1. Through the TPB to explore the impact of the credit card reward program on credit card holders willingness to use. And explore the impact of the credit card holders on the reward program credit card wiliness to use which also includes the card holders’ gender and age.

2. In accordance with the card holders preferences and impact of the reward program and the
use effect of credit card for sorting.

3. The results of this study provide the industry as a future reference for credit card marketing strategy.
This study utilizes a questionnaire to investigate the research issue and received 282 valid surveys. According to the research purpose and related theories, the samples are analyzed by the frequency analysis, factor analysis, and regression analysis to get the analysis result and the verified hypothesis.

The results of this study are summarized as follows:
First, the credit card reward program of the using attitude, the subjective norm and the perceived behavioral control of the credit card holders have significant effects on their credit card usage intentions, but the gender and age has uncertainty influence on their intentions.

Second, According to the analysis result shows that, consumer will hold the credit card and increase their using rate due to the credit card reward program.

Finally, from the card holder on the preferences of the reward program, the favorite is cash feedback, and the second is a variety of discounts, and the third for fuel price cuts. The above shows that Related to the actual feedback of the money is more in line with the needs of the majority of card holders.

並列關鍵字

Credit Card ； Credit Card Reward Program ； Theory of Planned Behavior (TPB)

參考文獻

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