中央信託局消費者貸款顧客生活型態與貸款行為關係之研究

A Study of the Relationship Between the Life Style and the Consumer Loan Behavior of the Customers in the Central Trust of China

劉慶桐(Ching-Tong Liu)

指導教授 ： 吳天方博士

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

本研究旨在將中央信託局消費者貸款顧客進行市場區隔，並嘗試找出其生活型態與消費貸款行為之相關程度及生活型態與消費貸款行為之預測情形，以期能更有效掌握顧客市場，並針對特定顧客群規劃行銷策略。本研究以向中央信託局申辦消費者貸款項目之客戶為研究母群，並根據內政部九十三年度台閩地區現住人口數分配表，決定問卷抽樣比例，總計發出260份，回收240份，扣除無效問卷後回收率達91%。資料採因素分析法和集群分析法進行顧客市場區隔；以集群消費貸款者之背景變項為自變項，生活型態及消費貸款行為變項為依變項，進行單因子變異數分析，並以Scheffé法進行事後考驗。續以Pearson積差相關探討中央信託局消費者貸款顧客在生活型態與貸款行為之間相關程度。最後，進行多元迴歸分析，以瞭解生活型態變項是否對於消費貸款行為具有預測力。茲將本研究所得結論說明如下：
一、中央信託局消費者貸款顧客生活型態可分為「積極自主」、「時尚享樂」、「認真執著」、「謹慎務實」及「投資理財」等五個構面；消費貸款行為可概分為「貸款條件」、「服務品質」、「表面效度」、「平台便利」及「宣傳活動」等五個構面。
二、中央信託局消費者貸款顧客依生活型態類型可分為「執著積極型」及「時尚理財型」；依消費貸款行為類型可分為「包裝行銷型」及「品質行銷型」。
三、中央信託局消費者貸款顧客主要以男性居多；教育程度主要為大學學歷者；職業以軍公教人數為最多；平均月收入則以40,001-60,000元者比例最高；以申辦房屋貸款者最多；貸款資訊來源以親友推薦者最多。
四、不同人口統計變項係影響生活型態及消費貸款行為知覺差異的重要因素。
五、生活型態對於消費貸款行為具有極高預測力。

關鍵字

生活型態、消費貸款行為、市場區隔

並列摘要

The purpose of this study was to segment the markets of loan consumers in the Central Trust of China, and found the relationship between the life style and the consumer loan behavior of the customers, and its prediction model. In this way, the author hopes to gain a better understanding of the consumer market and devise a tailored market strategy for each unique cluster of the consumers. This study used the Central Trust of China’s customers as the population for research. According to the Ministry of the Interior data of Taiwan population in 2004, it the author decided the sample ration. Then, the author distributed 260 questionnaires and received 240. After deducting useless questionnaires, the author found the valid feedback rate amounted to 91%.
Various factor analysis and cluster analysis are used to segment different consumer groups. Consumers’ background variables are used to be the independent variables; life style and consumer loan behavior variables are used to be the dependent variables. Then, we run one-way ANOVA, and do Scheffé Test to check the results. By the way, we use Pearson’s product- moment correlation to find the relationship between life style and consumer loan behavior. Finally, the results of multiple regression to shoued that the consumer life style could accurately predict loan behaviors.
The conclusions of this study are as follows:
First, the life style of the consumers in the Central Trust of China could be divided into five categories, including “autonomous and positive”, “fashionable and enjoyable”, “earnest and clinging ”, “ careful and pragmatic ”, and ” investitive and chrematistic”. Consumer loan behaviors could be divided into five categories, including “condition of loan”, “quality of service ”, “validity of appearance ”, “convenience of platform ”, and “activities of advertisement ”.
Second, the consumers in the Central Trust of China could be divided into being “clinging and active” and “fashionable and chrematistic” by their life styles, and could be divided into “packaged marketing” and “quality marketing” by their loan behavior.
Third, the consumers in the Central Trust of China are mainly males, with a college bachelor’s degree. The careers are soldiers, civil servants, and teachers. The average income per month is between forty thousands to sixty thousands NT dollars. Most loan cases are house loans. Most of the time, the news about loan is sought from their family and friends.
Fourth, the different variables of demography are the important factors that cast a difference in the cognition of life styles and consumer loan behaviors.
Fifth, the consumer loan behaviors can be highly predictable based on life styles.

並列關鍵字

life style, consumer loan behavior, market segment

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