網路金融市場消費者行為與市場區隔之研究

A Study of Consumer Behavior and Market Segmentation in Internet Banking Sector

何思穎(Ssu-Ying Ho)

指導教授 ： 李竹芬

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2012年)

摘要

隨著網際網路科技的快速發展與使用普及，網路銀行已成為現代銀行提供金融服務不可或缺的行銷通道。過去傳統銀行業者所採用的市場區隔方法，可能變得不再適用於今日的線上金融環境。因此，本研究之主要目的，係在於區隔網路銀行市場的消費者，並進一步描述與分析各區隔市場消費族群的特徵與消費行為，藉此提供業者作為擬定行銷策略之參考。本研究採用問卷調查法進行實證研究，以國內網路銀行個人用戶為研究對象，同時採用便利抽樣法與滾雪球抽樣法以蒐集實證資料，獲得有效樣本442份。研究結果顯示，網路銀行個人用戶主要可區分為三個注重不同利益屬性的集群，分別為「資訊導向群」、「安全控制群」及「全面重視群」；各利益集群非但在生活型態上明顯不同，在人口統計變數之個人平均所得上有顯著差異；在消費者行為變數上之網路使用時數、網路銀行使用頻率及常用的金融服務組合等行為變數上亦存有顯著之差異。

關鍵字

網路銀行 ； 網路行銷 ； 市場區隔 ； 消費者行為

並列摘要

With the rapid development and widespread use of Internet technology, Internet banking has become an indispensable marketing channel for which an up-to-date bank provides financial services. The market segmentation techniques used by the traditional banks in the past could possibly become no longer adequate for the online financial environment of nowadays. Therefore, the main purpose of this study is to segment the consumers in the Internet banking market, and then to analyze and describe the distinguishing characteristics and consumer behaviors in each segment that it may help the banks build their marketing strategy. This study conducted a questionnaire-based survey, and the sample was derived from 442 personal users of domestic Internet banking using both convenience sampling and nowball sampling. The results showed that customers could be divided into three clusters according to the different types of benefits they valued. The identified consumer clusters differed significantly from each other not only in types of lifestyle but in hours of Internet use, frequency of Internet banking usage and financial services mix often used as well.

並列關鍵字

Internet Banking ； Internet Marketing ； Market Segmentation ； Consumer Behavior

參考文獻

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